Concert and ticketing giant Live Nation has signed an exclusive deal with package shipping company UPS that will make the deliverer Live Nation’s exclusive shipper and partner for an undisclosed number of years in an environmentally conscious alliance.
Financial terms of the deal were not disclosed, but UPS will be Live Nation’s “exclusive global package, shipping and logistics sponsor,” and the pair’s green initiative calls for the two companies to work together “reduce waste and use more efficient products and services across all Live Nation Entertainment tours and venues.” UPS will be able to promote its shipping business to millions of music fans, while Live Nation will buy “certified carbon CO2 offsets” that will help mitigate emissions from the shipping of their tickets and merchandise.
Live Nation-promoted tours will also benefit from UPS’s expertise in planning and executing environmentally friendly shows and production operations. Under this aspect of the partnership, environmentally conscious artists will be aided in working to reduce the carbon footprint of their traveling tours.
Ron Rogowski, UPS vice president, sponsorship & events said in a statement that the company is excited to work with Live Nation in such a unique capacity. “Managing the logistics of a concert tour is not unlike what UPS does for other high-stakes customers that require flawless execution, such as the healthcare and high-tech industries and the London 2012 Olympic Games. More and more of our customers are depending on UPS to help them find more efficient and sustainable ways to manage their entire supply chains.”
“This is an ideal B-to-B partnership aimed at tapping into our world-leading entertainment assets and artist relationships to expand UPS’s business and build awareness of its pioneering approaches to environmentally-sensitive logistics management,” Russell Wallach, president of Live Nation Network, the company’s marketing, sponsorship and advertising division, said in a statement. “As we work together to drive measurable results, we’ll create visibility of our alliance through a dynamic marketing program that showcases how we’ve integrated UPS into every part of our business from ticketing to concert tours to social media to our network of venues.”