Bumbershoot festival producers One Reel have linked with AEG Live in a move that will boost talent buying and sponsorship resources for the long-running Seattle event, Billboard.biz has learned.

The five-year deal is similar to those AEG has reached in recent years with the Coachella Valley Music & Arts Festival and the New Orleans Jazz & Heritage Festival.

"One Reel will still have artistic control of the festival -- we'll still produce it," says Bumbershoot artistic director Michele Scoleri. "Where [AEG will] be really valuable to us is in the arena of the
headlining, mainstage artists."

Scoleri says she is thrilled to be working with Goldenvoice co-founder Paul Tollett, who books Coachella. "Now, we can go in and have conversations about all three of the festivals with agents. They open up so many more opportunities to be talking about talent all the time."

Scoleri says she would understand if Seattle residents were a bit uneasy about Bumbershoot partnering with a national promotional powerhouse, but stresses, "we spent a long time talking with AEG. Our conversations were really specific about what the festival is and preserving it. All you have to do is look at Coachella and Jazz Fest. Those are both very unique and the character of the events has been preserved. We'll stay as unique as we always have been."

Big dividends are expected on the sponsorship side, according to Scoleri. "When you have a company like AEG that is negotiating major sponsorship deals all over the country, they'll bring something to the table for you. It will alleviate a lot of pressure on us."

The 2007 edition of Bumbershoot will be held Sept. 1-3 at Seattle Center. The initial lineup and ticket on sale dates will be announced in the coming weeks.