Together with Live Nation, the actions will take place in the 15 shows that will be held in 2023 and 2024
Heineken joined Live Nation Brasil and now becomes the official beer of the international shows that will land in Brazil. The agreement aims to boost the brand’s presence, encourage culture and promote collaborative actions for its consumers.
The partnership will take place in 15 international shows that will be held by Live Nation in Brazil in 2023 and 2024, in cities such as So Paulo, Rio de Janeiro, Curitiba, Porto Alegre and Brasilia, with the expectation of impacting more than 650 thousand people in all the events.
The first of these took place during the world tour of the American singer Alicia Keys, in concerts held in Rio de Janeiro and So Paulo. In addition, Heineken has already been confirmed as the official beer for the presentation of the American band Foo Fighters, which arrives in the country in September.
For Heineken, a partnership that makes a lot of sense. As a brand, we have in our DNA the purpose 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, said Guilherme Bailo, director of Brand Experiences and Sponsorships at Heineken Group in Brazil.
Already a sponsor and present at the biggest festivals in Brazil, such as Rock in Rio and The Town, Heineken invested more than BRL 200 million in around 200 productions in 2022. In addition, there were more than a thousand days of events and 25 million people impacted.
The shows deal directly with passion and end up being the perfect platform to create real and direct connections with the public. 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, added Alexandre Faria, vice president of Live Nation Brasil.
