WHITE PLAINS, N.Y. (CelebrityAccess) – HEINEKEN USA has announced the signing of a marketing alliance with Live Nation giving their key Mexican import Dos Equis® exclusive naming rights to the Starplex Pavilion.
The 20,000-seat venue, which will now be renamed Dos Equis Pavilion, is located in historic Fair Park in Dallas, TX, and is the largest amphitheater in the Dallas/Fort Worth area. The venue underwent over $8MM in upgrades in 2017.
Under the terms of the deal, Dos Equis® will be integrated into the official logo of the Pavilion.
Of the partnership, Elizabeth Cannon, Regional Marketing Manager at HEINEKEN USA, said: “We are honored to be aligning with such a respected partner as Live Nation. And the fact that the newly named Dos Equis Pavilion is located in the heart of a key Dos Equis market makes this partnership uniquely relevant to our core consumers.”
“We are thrilled to partner with Dos Equis and look forward to delivering in experiences that build brands,” added Andy Peikon, Senior Vice President, Live Nation. “We strongly believe this experiential marketing platform will drive consumer trial and loyalty through top-of-mind awareness, good times and memorable occasions.”