The soft heat of Las Vegas’ fading summer pairs smoothly with a crisp, chilled beer. Throw in live music and you’ve got a global pastime—and a perfect union for brands.
Brand sponsorships are nothing new. It’s how many large-scale events, from the Super Bowl to festivals like Life is Beautiful, are able to provide world-class experiences for guests. While sports events are traditionally synonymous with beer brands, a huge focus is being placed on music.
Music events are one of the largest growing sponsorship sectors. The Chicago Tribune reports that sponsorship spending on music events were projected at $1.54 billion in 2017—up 4.8 percent from 2016. Additionally, beer brands were the second most active sponsors of music festivals, trailing behind wine and wine and spirits. They’re spending wisely. According to Billboard, 32 million people attend at least one music festival each year in the U.S.
Dos Equis, the official beer sponsor for Life is Beautiful, has partnered with Life is Beautiful since 2013. In addition to dedicated bars onsite, Dos Equis has created unique experiences for guests, such as exclusive after parties and brand activations, like the Dos Equis Lunar Garden in 2015, complete with costumed dancers on stilts and a drum circle. More than a rest stop for guests, it added a new dimension to the festival.
“Dos Equis truly understands how to leverage music to elevate their brand and disrupt a market,” says Thomas Fiss, associate director of partnership marketing for Life is Beautiful. “As partners, we examine and optimize how to reach consumers from a 360-degree perspective, even beyond our festival, by leveraging data, creativity and content.”
Of course, Dos Equis and parent company Heineken have embraced live music in other markets, sponsoring festivals and concerts internationally. Earlier this year, however, they made their alliance with live music even more official.
In April, Heineken purchased naming rights to Dallas’ Starplex Pavilion, rebranding it as Dos Equis Pavilion. The recently-renovated 20,000-seat amphitheatre plays host to touring concerts and festivals like Post Malone’s Posty Fest in October—all happening under the banner of Dos Equis’ bold, iconic XX’s.