LOS ANGELES (CelebrityAccess MediaWire) — Live Nation has expanded their sponsorship deal with Starwood Hotels & Resorts beyond North America to include Europe, Asia and the Middle East. The two companies first pacted in 2009 for Live Nation to provide a live music as a perk to participants Starwood's 'Preferred Guest' (SPG) program.
In preparation for this next phase of their alliance, Starwood and Live Nation recently began offering SPG members premium access to Cirque du Soleil's Saltimbanco and artist experiences with Depeche Mode in Spain, France, UK and Germany.
The expanded relationship will give SPG members in Europe, Asia and the Middle East similar benefits to those offered to participants in the current version of the program, including premium ticket access and priority seating, music-inspired promotions, exclusive access to top artists for select Live Nation concerts and retail discounts for artist merchandise.
Live Nation helps to sell Starwood's rooms with multi-media placement at venues and inclusion in Live Nation's website through their 'where to stay' page.
"The fact that we continue to grow our strategic business alliance with a distinctive, global brand like Starwood reflects the value and reach of Live Nation's integrated live entertainment platform. By leveraging the tremendous breadth and power of the Starwood network, we are able to interact directly with even more avid music fans around the world," said Simon Lewis, Live Nation's President of International Marketing Partnerships. "We have already opened up a wide range of avenues to drive business among Starwood's hotel guests in the United States, and we expect to do the same on a global scale." – CelebrityAccess Staff Writers