Live Nation Inks Shell Sponsorship

The pact extends Pennzoil’s collaboration with Live Nation, with Backseat Pass – a video series on a customized website that will feature artists performing in the back seat of a moving vehicle.

The deal also gives Shell and Pennzoil naming rights on VIP pavilion decks and parking lots, according to the announcement. The sheds included in the sponsorship are PNC Music Center in Charlotte, N.C.; First Midwest Bank Amphitheater in Chicago; Susquehanna Bank Center in Camden, N.J.; Gexa Energy Pavilion in Dallas; Irvine Meadows Pavilion in Irvine, Calif.; Aaron’s Amphitheatre at Lakewood in Atlanta; Shoreline Amphitheatre in Mountain View, Calif.; and Molson Canadian Amphitheatre in Toronto.

There will be “unique onsite engagements” in each of the select amphitheaters, while Live Nation will secure major music artists, including Zac Brown Band, to participate in exclusive promotions. The program will include the opportunity to win a trip to a Zac Brown Band concert as well as meet-and-greet prizes with the band in 20 different cities, according to a statement, for a total of 200 “artist experiences” for consumers.

”Through our collaboration with Pennzoil … we have the opportunity to provide a unique vantage point for a live musical performance – the backseat of a car,” said Jeremy Levine, Live Nation’s senior VP of digital sales. “Backseat Pass Powered by Pennzoil does just that – it powers the performance and allows us to share exclusive content online from an out-of-the-box location featuring today’s favorite artists.”