Bud Light will sponsor Zach Bryan's North American Quit time arena and stadium tour beginning March 6 at Chicago's United Center.
The move builds on Bud Light's partnership with Bryan that kicks off tonight (Feb. 9) as the singer/songwriter kicks off the second year of the Bud Light Backyard tour with a concert at Chelsea at The Cosmopolitan in Las Vegas as part of the beer. the brand's Super Bowl LVIII activities.
“I've been drinking Bud Light since I was old enough to drink and I'm working with them now that all the songs I've written while carrying them have come full circle,” Bryan said in a statement in November during his Super Bowl concert. was announced. “When Bud Light asked me if I would participate, I didn't hesitate after learning of the tremendous support for Folds of Honor, fallen service members, first responder families and loved ones. It is a privilege and an honor to provide assistance in any way we can to veterans and all the people who make this country as great as it can be.”
Bud Light launched its Backyard tour concert series last summer with performances from Midland, One Republic and Dashboard Confessional, among others. “We wanted to be big in 2024, and I don't think you can get bigger in country music than Zac Bryan right now,” he says. Todd AllenMarketing Manager of Bud Light.
Bryan was named Billboard's Top New Artist of 2023, hitting No. 1 on both the Billboard 200 all-genre album chart and the Hot 100 Songs survey. Bryan, who charted on both the rock and country charts, is the first country singer to be the year's top new artist since Advertising sign began garnering the Top New Artist category, combining performance on the Billboard 200 and Hot 100, in 1977.
As the exclusive beer partner for the 78-show Quit time tour, Bud Light will perform a series of tie-ins to concert dates, including sampling, ticket giveaways and experiential activations.
One of the main components of the partnership involves Folds of Honor, a non-profit organization that provides scholarships to the families of fallen and disabled service members and first responders. Bud Light parent Anheuser-Busch has partnered with Folds of Honor for more than 14 years, donating more than $22 million to the organization. “During the tour, we will be donating a portion of the proceeds from the Bud Light sold to Folds of Honor,” says Allen. He adds that Bud Light is working out the details with Bryan, who served in the Navy for eight years, for his participation in Folds of Honor. “He was an incredible partner to help bring this to life,” she says.
“Music has been in Bud Light's DNA for decades, and we've always been at the heart of delivering epic experiences. We have had amazing collaborations over the years in music, sports, culture. And then that makes sense,” Allen says of Bryan's bond. “Zach has been a long time Bud Light fan and drinker. To be a part of our Bud Light Backyard tour with the Super Bowl show on Friday night is incredible and we look forward to continuing to bring great experiences to our fans in partnership with Cutitin time tour.”
The alliances with Bryan, one of country music's biggest rising stars, come as Bud Light continues to recover from the backlash and sales hit the brand took last April after aligning itself with the transgender influencer. of TikTok, Dylan Mulvaney. Kid Rock, John Rich and Travis Tritt condemned the brand (although Kid Rock was spotted drinking a Bud Light in August). Other country acts like Bryan have stood up for the transgender community, while superstar Garth Brooks said in June that his Nashville bar Friends in Low Places would sell Bud Light.
When asked how connecting with Bryan could help Bud Light win back the country fans it may have lost, Allen said, “We're here for all 21+ Americans and we care deeply about all our fans. Music, and country music in particular, allows us to connect with millions of people out there enjoying Bud Light in stadiums, bars and venues across the country. Working with Zach Bryan, one of the hottest names in country music, is just a great opportunity for us to continue to connect with our fans across country music.”
Bud Light's music activities for 2024 include tie-ins with Stagecoach and Lollapalooza, as well as a country music schedule with Live Nation.
from our partners at https://www.billboard.com/music/concerts/zach-bryan-bud-light-sponsor-quittin-time-tour-1235603587/
