dos equis and live nation unite for naming...
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DOS EQUIS® AND LIVE NATION UNITE FOR NAMING RIGHTS TO POPULAR DALLAS MUSIC VENUE
Historic Amphitheater to be Named Dos Equis Pavilion
White Plains, NY (April 20, 2018) – 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, a 20,000- seat venue located in historic Fair Park in Dallas, TX. The largest amphitheater in the
Dallas/Fort Worth area will be renamed Dos Equis Pavilion in this multi-year agreement.
Under the terms of the deal Dos Equis® will be the exclusive naming rights partner of the facility and be
integrated into the official logo of the Pavilion. Prominent signage throughout the venue, including
façade, box office and LED displays will drive brand awareness among the hundreds of thousands of
legal drinking age concertgoers and enhance the music experience. Acts signed to date span a range of
music genres and include Foo Fighters, Luke Bryan, Kendrick Lamar, Lynyrd Skynyrd, and Dave
Matthews Band.
Opened in 1886, Fair Park covers 277 acres just east of downtown Dallas. Its cultural, educational,
sports and music facilities play host to more than seven million visitors each year. Dos Equis Pavilion
will play host to top music talent throughout 2018, keeping the popular Mexican imported beer top of
mind among music lovers and beer drinkers in the beer brand’s top market.
“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,” said Elizabeth Cannon, Regional Marketing
Manager at HEINEKEN USA.
“We are thrilled to partner with Dos Equis and look forward to delivering in experiences that build
brands,” said 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.”
Regarded as the most coveted venue, the newly renamed Dos Equis Pavilion in the Dallas/Fort Worth
area underwent over $8MM in upgrades in 2017.
### About HEINEKEN USA HEINEKEN USA Inc., the nation's leading high end beer importer, is a subsidiary of HEINEKEN International NV, the world's most international brewer. Key brands imported into the U.S. are Heineken®, the world's most international beer brand, the Dos Equis Franchise, the Tecate Franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Amstel Xlight, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com. About Live Nation Entertainment Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship. For additional information, visit www.livenationentertainment.com
For additional information, visit www.livenation.com. Kiersten Pedersen Nova Marketing Services [email protected] 860.575.0774 Debra Duffy Live Nation 917-421-4420 // [email protected]