Barclaycard makes long term commitment to music with new sponsorship strategy

The unveiling of a major sponsorship deal with Live Nation presents Barclaycard with the opportunity to drive simple payments and innovative payment technology into the music arena, in a move aimed at improving customer experience. Customers will also benefit from exclusive tickets, music updates, competitions and intimate gigs. This deal with Live Nation will provide Barclaycard with an exclusive opportunity to introduce new payment solutions, such as cashless outlets, to festivals including Hard Rock Calling, Download and Wireless.

By providing festival goers with a top-up contactless credit card, transactions at bars and food outlets will become quick and easy, says the company, 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 and 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".