tagged: Chicago Cubs  Coachella  experiential marketing  festivals  mlb  music  pandora  social media  sponsorship 

posted on April 16, 2018

Missing sponsorship news?

Check out the blog every Monday for a weekly roundup of the past week's most exciting and industry-altering news. These stories cover April 9-April 15, 2018.

Sponsorship is impacting festivals and other consumer events. Attendees and fans are enjoying personalized experiences as never before, which opens up a world of opportunity for sponsorship. Take a look at the sponsorship deals that made headlines this week.


  1. It’s music festival season and weekend one of Coachella is over. Check out the newest sponsorship opportunities at music festivals:
    • Heineken has been partnering with Coachella since 2014. The Heineken House at Coachella is an enclosed tent sponsored by Heineken. Complete with beer, A/C, and a bass-heavy lineup, it offered a completely unique experience at Coachella 2018.
    • At the Beale Street Music festival in Memphis, Lyft signed on as an official sponsor for the upcoming festival in May 2018.
    • Firefly Music Festival has increased their sponsorship since it originated in 2012. This year TickPick signed on as the official sponsor for Firefly. 
  2. The jewelry company Pandora has made sponsorship news headlines this week. They signed a major sponsorship deal with Ciara. The singer is the new face of their Pandora Shine collection.
  3. This week the MLB’s oldest sponsor has left the field. Procter & Gamble’s Gillette brand, has been the MLB’s oldest and most venerable corporate sponsor. Gillette has made the decision not to sponsor the 2018 MLB season.
  4. Did you know April is Autism Awareness month? To bring attention to kids with autism, PBS Kids and Zappos partnered to introduce a gender-neutral apparel line.
  5. This week was a home run for the Chicago Cubs. The MLB team signed two new sponsorship deals with Comcast and Gallagher.
  6. Did you watch the Academy of Country Music Awards this weekend? The award show was able to sign a sponsorship deal with Topgolf. The 2018 ACM Party for a Cause was hosted at Topgolf Las Vegas.


Did we miss any? Tweet @be_tandem - we hate being behind the times just as much as you do.

Look out next Monday for this week's game-changers.

Book a consultation

Book a Consultation
GDPR/CCPA Agreement *

Browse by category

Subscribe to our blog

Receive emails when a new blog post comes out. You can unsubscribe at any time.