One of the largest breweries in the world, the company has just announced a partnership with Live Nation Brasil, responsible for hosting major international shows in the country.
Heineken, one of the largest breweries in the world and the current most loved beer brand by Brazilians, according to a survey by the company Kantar, joins Live Nation Brasil, the national arm of the leader in the global entertainment market, responsible for major tours in the country, such as Sandy & Junior, Maroon 5, Metallica and others, to promote its presence and encourage culture and great live shows, in addition to promoting collaborative actions for its consumers.
The partnership will take place in 15 concerts events to be held by Live Nation in Brazil in 2023 and 2024, in cities such as São Paulo, Rio de Janeiro, Curitiba, Porto Alegre and Brasília, with the expectation of impacting more than 650 thousand people in all events.
The first partnership was activated at the beginning of May, during the most recent world tour by the American singer Alicia Keys, at shows held in Rio de Janeiro and São Paulo. In addition, Heineken is also confirmed as the official beer for the presentation of the American band Foo Fighters, which arrives in the country in September.
“For Heineken, it is a partnership that makes a lot of sense. We have in our DNA the purpose, as a brand, of offering unforgettable and unique experiences, and the meeting with Live Nation Brasil fully tunes this company’s vision in relation to encouraging entertainment and culture”, explains Guilherme Bailão, director of Experiences of Brand and Sponsorships of the Heineken Group in Brazil.
The brand celebrates the partnership as a consolidation of relevance in the events segment and Brand Experience. Already a sponsor and present at the biggest festivals in Brazil, such as Rock In Rio and The Town, Heineken invested more than R$ 200 million in around 200 productions last year alone. In addition, there were more than a thousand days of events and 25 million people impacted by these shows.
“The shows deal directly with passion and end up being the perfect platform to create real and direct connections with the audience. A good event is the perfect relationship between the artist on stage and the surrounding experience, and this partnership with Heineken is a result of that. We are together aiming at the well-being of fans in the long term, so that we can deliver unforgettable memories”, comments Alexandre Faria, vice president of Live Nation Brasil.
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