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Live Nation Canada Strikes Major Sponsorship Deal With RBC

TORONTO (CelebrityAccess) — Live Nation Canada announced that they have secured a comprehensive sponsorship with one of Canada's biggest banks, the Royal Bank of Canada.

The deal includes naming rights for one of Toronto's top summer music venues, which will be renamed to RBC Echo Beach. As a part of the deal, RBC will also provide sponsorship for music events across Canada, from small shows, to stadium concerts and summer festivals.

RBC Echo Beach will kick off its summer season with two shows from The xx on Monday, May 22nd and Tuesday, May 23rd. CBC Festival featuring artists including Serena Ryder, Ruth B, Scott Helman, Walk off The Earth, along with others will take place at RBC Echo Beach on Saturday, May 27th. Other concerts scheduled this summer at the venue include performances from Rancid, Third Eye Blind and many more.

RBC sponsorship at other locations includes concert and festival swag such as t-shirts, beach towels and sunglasses, curated artists on lineups, and RBC-branded music concierge desks at festivals.

“Music is a universal language that connects people of all ages and interests,” said Mary DePaoli, executive vice president and chief marketing officer, RBC. “We are proud to partner with Live Nation to bring people together and enhance their live music memories by delivering unique experiences before, during and after a fan sees their favorite artist.”