The bank's customers will have access to exclusive tickets, music updates, competitions and intimate gigs as part of the deal.
Barclaycard will provide cashless outlets to festivals such as Hard Rock Calling, Download and Wireless. Festival goers will be able to top-up a ‘contactless' card and use it for transactions at bars and food outlets. This aims to make payment at events quicker and reduce the need for carrying large amounts of cash.
Barclaycard said this was a new direction in sponsorship strategy for the brand as it wanted to better engage with consumers.
Live Nation annually produces more than 22,000 concerts for 1,600 artists in 33 countries. During 2008, the company sold 50 million concert tickets and drove 70 million unique visitors to its website LiveNation.com.
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