UPS, Live Nation form green sponsorship alliance

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UPS and Live Nation Entertainment recently announced a multiyear sponsorship alliance aimed at promoting UPS’s environmentally responsible logistics solutions to millions of music fans across North America as well as recording artists committed to reducing the environmental impact of their concert tours.

UPS now is the exclusive global package, shipping and logistics sponsor of Live Nation Entertainment and select Live Nation Entertainment tours and venues. UPS also will serve as an Official Sustainability Partner of Live Nation Entertainment, with both parties working together to reduce waste and use more efficient products and services across all Live Nation Entertainment tours and venues.

A first step in this sustainability effort is to provide carbon neutral UPS shipping for music fans across the United States. Through UPS, Live Nation Entertainment will purchase certified carbon CO2 offsets to mitigate the emissions produced by the transportation of ticket orders for events at Live Nation owned and operated venues and merchandise purchased from the Live Nation Entertainment store.

As part of the alliance, UPS also is launching a new sustainability program created exclusively for the live music industry to help eco-conscious musical artists reduce the CO2 output generated by the transport of their concert tours. UPS will provide participating artists with an accurate, verified measurement of their existing transportation carbon footprint; develop customized plans that leverage UPS’s integrated multimodal network to reduce emissions, then mitigate any remaining CO2 output by purchasing and retiring certified carbon offsets.

“Managing the logistics of a concert tour is not unlike what UPS does for other high-stakes customers that require flawless execution, such as the healthcare and high-tech industries and the London 2012 Olympic and Paralympic Games,” says Ron Rogowski, UPS vice president of sponsorship and events. “More and more of our customers are depending on UPS to help them find more efficient and sustainable ways to manage their entire supply chains. We’re very excited to now offer our insight and expertise to the live music industry by helping musical artists conduct their tours in the most environmentally-responsible manner while giving them the speed, efficiency and reliability they need.”

Beyond the sponsorship’s sustainability initiatives, UPS will promote its brand across Live Nation Entertainment’s diverse entertainment platforms, which serve more than 30 million fans annually in North America, including in-venue signage, hospitality events, VIP ticketing and backstage experiences. UPS also will advertise across Live Nation Entertainment’s online platform, which attracts an average of nearly 17 million unique monthly users, ranking among the top five e-commerce destinations in the world.

“This is an ideal B2B partnership aimed at tapping into our world-leading entertainment assets and artist relationships to expand UPS’s business and build awareness of its pioneering approaches to environmentally-sensitive logistics management,” says Russell Wallach, president of Live Nation Network. “As we work together to drive measurable results, we’ll create visibility of our alliance that showcases how we’ve integrated UPS into every part of our business, from ticketing to concert tours to social media to our network of venues.”

“We are continually looking for innovative ways to connect with customers and build awareness of our sustainable and efficient logistics capabilities,” added Rogowski. “Live Nation provides us with an unparalleled platform for introducing our robust portfolio of solutions to the world’s top performing artists and showcasing our brand among millions of people.”