Live Nation and Starwood Hotels & Resorts Worldwide will expand their existing sponsorship partnership beyond North America to include Europe, Asia and the Middle East.

In 2009, Starwood became the official hotel partner for Live Nation through a multi-year agreement that aims to leverage the live entertainment giant's music platform in North America.

As part of the deal, Live Nation directs concertgoers to Starwood hotels on the "Where to Stay" pages on In turn, Starwood helps drive Live Nation ticket concert sales by offering online and in-room television exposure across its chain of hotels.

To help get the ball rolling on the new global partnership, Starwood and Live Nation recently began giving Starwood Preferred Guest members premium access to Cirque du Soleil’s Saltimbanco and other events with Depeche Mode in Spain, France, U.K. and Germany.

The expanded partnership in Europe, Asia and the Middle East will also give Starwood Preferred Guest members premium concert ticket access, priority seating and discounts for artist merchandise.