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Robinson will join Live Nation as senior vice-president of international marketing partnerships.

He joins the events firm after seven years with MTV Networks International, where he is currently vice-president for Viacom Brand Solutions, responsible for commercial sales of MTV, Nickelodeon, VH1 Europe and other Viacom-owned brands across television and digital platforms internationally.

Robinson said: "The true international story for Live Nation marketing partnerships is only just beginning, and I'm thrilled to be joining the leading brand in live music at such an exciting point in its history.

"Live music is a passionate experience, watched by passionate and engaged people, and Live Nation has live music at its core. It's these connections that are becoming more elusive to brands, and Live Nation has them in abundance, every day around the world. I'm looking forward to working with fellow marketers to develop new and innovative ways of making those connections work."

Simon Lewis, executive vice-president at Music Marketing Partnerships International, which owns Live Nation, said: "Tony Robinson is a deal maker through and through. His client understanding, relationships and respect for the importance of true marketing based partnership initiatives make him a perfect match for the Live Nation ethos."