Live Nation Australia Get's 'NAB'bed

MELBOURNE, Australia (CelebrityAccess) Live Nation Australia announced an official partnership with the National Australia Bank (NAB), one of Australia's largest financial institutions.

The new multi-year association will provide customers of the NAB Group, including its Wealth Management Division, MLC with Live Nation benefits, including exclusive access to concert ticketing, VIP packages, 'Money Can't Buy' experiences and specialized content.

The partnership positions NAB as an official brand partner of Live Nation Australia and offers NAB nationwide category exclusivity across the financial services sector. MLC is also named as a superannuation partner.

Michael Coppel, president and CEO of Live Nation Australia and New Zealand, said: "Live Nation continues to offer brands an innovative sponsorship property to develop a deeper level of customer and staff engagement. Being able to tailor our benefits to suit an organization the size of NAB has validated the scale we can provide. We have admired their long-term partnerships with the likes of the AFL and how they have developed over time to include various grass roots programs that have assisted the league to grow and broaden its reach."

The NAB partnership was brokered by Sydney-based entertainment partnerships agency, mixitup Australia, a Live Nation Australasia joint-venture company.

Greg Segal, managing director of mixitup, said: "Live Nation continues to partner with industry leaders and companies who genuinely wish to reward and thank their customers. NAB has a proven track record of expertly leveraging their partnerships, particularly in sport, and this partnership is their first foray into music. We look forward to working with NAB on various campaigns to leverage the ever-growing live music space and are excited about what we can create together."