UPS and Live Nation, the world's largest live entertainment company, announced a sponsorship alliance to make the touring industry a more eco-friendly business with new plans cut carbon emissions throughout different facets of the concert experience.
As part of the deal, Live Nation will buy certified carbon CO2 offsets from UPS, which will provide carbon neutral shipping to deliver tickets and merchandise to fans. UPS will launch a sustainability program geared towards eco-conscious artists looking to reduce their own footprint by providing them with measurements of their current carbon footprint, and then developing customized plans to further cut emissions.
"Managing the logistics of a concert tour is not unlike what UPS does for other high-stakes customers that require flawless execution," said UPS vice president, Ron Rogowski, in a statement. "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."
Along with these initiatives, the partnership makes UPS a prime sponsor of Live Nation Entertainment, and the shipping company will now advertise throughout Live Nation's various platforms, both on- and offline.
"This is an ideal B-to-B partnership," said Russel Wallach, president of Live Nation Network in a press release," 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."
This partnership comes as part of a massive wave of green initiatives throughout the music and concert industries. Major festivals such as Coachella, Lollapalooza, and Outside Lands use green technologies (Outside Lands's Panhandle Stage, for example, is run completely on solar-power) and promote recycling programs as well as providing attendees with farmers markets and even cell-phone charging bikes.