LOS ANGELES (CelebrityAccess) — Live Nation Entertainment has signed a sponsorship agreement with Shell Oil Products US that will see Shell become the official 'fuel sponsor' and Pennzoil to become the official 'lubricants sponsor' at eight of Live Nation's amphitheaters across North America.
As a part of the agreement, the Pennzoil brand will extend the its collaboration with Live Nation, which , which began in October 2014 with the Backseat Pass, a video series that showed musical artists performing in the back seat of a moving vehicle. The videos were captured by Live Nation and distributed on a Pennzoil-branded microsite (pennzoilbackseatpass.com) that also features a fan-facing promotion, as well as a contest that offered a chance for a fan to fly into a Live Nation festival of their choice.
The agreement will also provide Shell and Pennzoil with naming rights on VIP pavilion decks and parking lots at the eight amphitheatres,, as well as promotions, including a contest that will provide fans with meet and greet opportunities with the Zac Brown band.
As well, the Backseat Pass series will run eight all-new installments this year in addition to the four episodes that ran in 2014. Acts for 2015 include high-profile artists, such as OK Go and Plain White T's, and emerging talent, including Madilyn Bailey, among other popular artists in a variety of genres such as rock, alternative and indie.
"Over the past few years, Pennzoil has created an expanding footprint in the music category, enhancing fan passion for cars and music along the way. In 2015, together with Live Nation, Pennzoil will continue on their journey to take musical performances to the next level," said Doug Kooyman, Pennzoil Global Brand Director. "Live Nation is always evolving the consumer music experience, making the collaboration a perfect fit for the Pennzoil brand that has built their own reputation for pushing the limits of innovation. With Pennzoil having a reputation of pushing the limits of innovation, it's easy to see why this collaboration is a perfect fit." – Staff Writers