Live Nation announces today a new multi-year sponsorship deal with 901 Silver Tequila, the new premium tequila brand launched earlier this year by Justin Timberlake and Diab Importers. The deal makes 901 (the area code of Timberlake's hometown of Memphis) the official tequila sponsor of the majority of Live Nation venues throughout the United States.
The agreement between 901 Silver Tequila and Live Nation marks the first time that the fledgling tequila brand has entered into a multi-platform sponsorship deal of this kind. As part of the package, 901 Silver Tequila gains the opportunity for ticket promotions, in-venue visibility on Live Nation's in venue video network, and signage placement as the official tequila sponsor in Live Nation venues throughout the country.
While nothing in the press release makes mention of any sort of extended relationship with Timberlake or his touring, a deal like this with Timberlake's tequila brand certainly will spur speculation about the possibility of a more involved partnership between the promoter and the pop superstar. Timberlake has stepped well beyond his 'N Sync days to emerge as one of the top draws in pop music, winning the Breakthrough award at the 2007 Billboard Touring Awards. Timberlake's last tour in 2007, promoted by AEG Live, grossed $127 million, according to Billboard Boxscore. Timberlake is booked by David Zedeck at Creative Artists Agency and managed by Johnny Wright.