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Barclaycard makes commitment to music with new sponsorship strategy

Barclaycard makes commitment to music with new sponsorship strategy

Barclaycard today embarks on a new sponsorship strategy which will embrace music and strive to enhance consumers’ music experiences.

The move is supported by the unveiling of a major partnership deal with Live Nation. This partnership presents Barclaycard with the opportunity to drive simple payments and innovative payment technology into the music arena which will improve the customer experience. Customers will also benefit from exclusive tickets, music updates, competitions and intimate gigs.

The deal with Live Nation provides Barclaycard with an exclusive opportunity to introduce exciting and simple payment solutions such as cashless outlets to festivals such as Hard Rock Calling, Download and Wireless. By providing festival goers with a top-up contactless card, transactions at bars and food outlets will become quick and easy and the need for carrying cash will be reduced. In addition, the partnership will see Barclaycard offer its customers special ticket access, entry to VIP areas at events with free refreshments, regular competitions and updates

Paul Troy, Head of Advertising and Sponsorship at Barclaycard said: “This new direction in Barclaycard’s sponsorship strategy is about really engaging with consumers and finding ways to provide them with extra benefits.  This deal will help them to enjoy their passion for music - whether that’s exclusive gigs or facilitating cashless outlets at festivals. We are very excited about the opportunities that Live Nation will present to us in terms of benefiting our customers and all music lovers.”

Neil Thomas, Creative & Strategic Director for Live Nation UK said: “Live Nation can offer unrivalled and unique opportunities to connect artists and fans through the powerful and exciting medium of live music.  In seeking to always improve our customers’ experience, Barclaycard stood out as a superior partner in its sector to work with. We look forward to a growing relationship Barclaycard that will offer new, innovative and accessible benefits to their customers and also to artists and music fans across the UK.”


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