Anheuser-Busch Sponsors EDM

On the heels of a sponsorship announcement between Live Nation and Motorola for electronic dance music events, rollup king SFX Entertainment has announced a partnership with Anheuser-Busch InBev for its EDM shows.  

Terms of the deal were not disclosed, but an analyst at Stifel Nicolaus told the New York Times the sponsorship could be worth as much as $25 million next year and $35 million in 2015 as SFX expands its events.

So far, Robert Sillerman’s company owns Tomorrowland in Europe and TomorrowWorld and Electric Zoo in the U.S., along with events titled Sensation, Life In Color and Nature One.

It announced a partnership with Brazil’s Rock in Rio in November and is bringing the longest-running EDM festival, Mysteryland, to the site of Woodstock for its U.S. debut in Bethel Woods, N.Y., in April.

Live Nation’s recent announcement means its dance festivals will include a six-story LED tower sponsored by Motorola.

Together, the announcements suggest corporations are willing to invest in the EDM genre despite a summer of disastrous press, with several young people dying at festivals from drug overdoses.