Barclaycard pens sponsorship deal with Live Nation

Barclaycard has agreed a sponsorship deal with concert promoter Live Nation as part of a wider strategy to associate the brand with music.

The deal will see Barclaycard customers provided with top-up contactless cards which can be used at cashless outlets at Live Nation’s summer festivals including Hard Rock Calling, Download and Wireless.

The credit card firms’ customers will also be offered tickets that provide access to VIP areas at the festivals.

Paul Troy, head of advertising and sponsorship at Barclaycard, says: “This new direction in Barclaycard’s sponsorship strategy is about really engaging with consumers and finding ways to provide them with extra benefits.”

The partnership comes four months after Barclaycard launched a major campaign to push its contactless payment technology.

The Bartle Bogle Hegarty –created ads featured an office worker returning home at the end of working day by waterslide.

Earlier this year, Live Nation agreed to merge with ticketing giant Ticketmaster in a $2.3bn deal.