Alison Krauss & Union Station have signed a tour sponsorship deal with Lebanon, Tenn.-based restaurant chain Cracker Barrel Old Country Store, Billboard.biz has learned.
The name-in-title deal, which industry sources value in the high six figures, is for the group’s 2005 Lonely Runs Both Ways tour, which begins Jan. 12 at Chattanooga, Tenn.’s Chattanooga Memorial Auditorium.
The deal was brokered between band manager Denise Stiff, Cracker Barrel VP of marketing Chris Tomasso, and Marcie Allen Cardwell, president of live-event marketing firm MAC Presents.
“This is a natural fit with a product we genuinely love,” Stiff tells Billboard.biz, adding that the deal is a rare commercial endorsement for the group. “We’re very selective.”
Adds Tomasso, “Given the mutual admiration, it didn’t take long to come to terms. I think the demographics of our audiences match up very well, and this is a great compliment to our successful heritage music series.”
The tour will be in support of the act’s new Rounder release, “Lonely Runs Both Ways,” and could include as many as 100 dates over the course of 2005.
As part of the sponsorship, Alison Krauss & Union Station — with Jerry Douglas — will perform at least four times at the Grand Ole Opry in Nashville in 2005. Cracker Barrel also is the presenting sponsor of the Opry under a multi-year agreement, and Krauss is an Opry member.
Additional elements of the deal include wrapping the tour bus, consumer Web site and Internet promotions, meet-and-greets, promotional tickets, inclusion in TV and print promotions, in-venue signage and on-site marketing opportunities at all venues hosting performances.
Krauss & Union Station are booked by Keith Case & Associates.
