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Live Nation Lands Smirnoff As Festival Sponsor

LOS ANGELES (CelebrityAccess) — Live Nation Entertainment has struck a deal with vodka maker Smirnoff that will see the beverage become the 'official vodka' of 26 music festivals around the world.

The financial terms of the agreement weren't disclosed.

The deal will see Smirnoff create branded experiences at Live Nation's festivals to encourage consumer participation, raise brand awareness and, we assume, drinking. As well, Smirnoff will develop content both for the festival's social media channels and their own, such as Smirnoff Sound Collective.

"Live Nation has the biggest and most diverse festival platform in the world," said Russell Wallach, president of Live Nation Media & Sponsorships. "We are focused on finding partners that want to enhance the fan experience on-site and create compelling content for the fans not there. Smirnoff has an incredible vision to bring this to life at 26 of our festivals around the globe and extend it to retail, on- and off-premise, online and beyond."

The list of sponsored festivals includes the Electric Daisy events, The HARD events, Voodoo Music, Reading & Leeds, Latitude and Creamfields, Pinkpop, Wireless, V Fests, and Wireless among others. – Staff Writers