SAN FRANCISCO Microsoft's Xbox has signed on as presenting sponsor of the Lollapalooza music tour this summer, the client confirmed. The Redmond, Wash., company paid more than $1 million for the sponsorship, according to sources.
This marks the first Lollapalooza tour since the concert series went on hiatus in 1997. It's also one of the largest sponsorship deals for Xbox since the video game system launched 18 months ago, a company representative said, though she declined to disclose figures.
"Knowing how closely the Lollapalooza and Xbox audiences mirror each other, we jumped at the opportunity to be a presenting sponsor with the tour," said Mitch Koch, corporate vp, marketing for Xbox.
The tour kicks off July 3 in Grand Rapids, Mich., and crisscrosses the country, hitting 33 cities to conclude in Syracuse, N.Y., on Aug. 30.
The sponsorship package includes placement of the slogan "Presented by Xbox" on Lollapalooza materials, the display of the Xbox logo on advertising and tickets, product mentions in radio promotions and a major presence at all concert venues. In fact, a GameRiot pavillion will be located at each concert, offering fans a chance to try Xbox during each event.
The Xbox ad account is handled by Interpublic Group's McCann-Erickson, New York. Microsoft spent $25 million last year on domestic Xbox advertising, per TNS/CMR.