LOS ANGELES, Calif. (November 18, 2014) – Mercury Insurance, a long-time sponsor of college and professional sports teams, today announced the largest media partnership deal in the company’s 52-year history by becoming the Official Broadcast Partner of AXS TV’s spring blockbuster event – live coverage of five tent-pole music festivals. The sponsorship includes 70 hours of coverage, as well as a brand new four-episode behind-the-scenes series titled “Road To The Festivals Presented By Mercury Insurance.”
“This is more than a traditional media buy, it’s our largest brand integration with an entertainment entity to date,” said Erik Thompson, Mercury’s advertising director. “It will extend across all AXS media platforms, so that we’ll be able to completely integrate our brand with the programming, digital content and social media outreach campaigns. It’s a great opportunity to connect with music lovers, and do it in a way that will be memorable and engaging. We aren’t as big as some of the other insurance companies, so we are always on the lookout for opportunities to hyper-integrate with partners, which will allow us to grow the brand and generate sampling of our products and services.”
The 2015 AXS TV programming lineup includes:
- Coachella Valley Music and Arts Festival, airing April 17-19 live from Indio, Calif.
- Stagecoach Country Music Festival, airing April 24-26 at the Empire Polo Club in Southern California
- New Orleans Jazz & Heritage Festival, with a three-day broadcast live from the Big Easy on May 1-3
- Rock on the Range Music Festival, making its AXS TV debut May 15-17, live from Columbus Crew Stadium in Ohio
- Firefly Music Festival from Dover, Delaware is another AXS TV first-timer, airing on June 19-21
“AXS TV is committed to delivering the best in live music, and we’re proud to continue that legacy with this groundbreaking lineup,” said Mark Cuban, AXS TV founder. “Nothing compares to a live music event, and now our audience will get a front-row seat to five incredible festivals as we bring the ultimate concert experience to viewers.”
The broadcast spans a combined 15 days with more than 70 hours of live festival coverage of music performances ranging from rock to EDM, country to indie, and pop-stars to up-and-comers delivered to more than 43 million households.
“Mercury is the perfect partner for these broadcasts because they share our vision of bringing an amazing experience to viewers,” said Todd Goldstein, chief revenue officer, AEG. “We’ve seen Mercury put together phenomenally successful programs with AEG in the past and we knew they would immediately see the potential of this opportunity. Our broadcast partnership provides viewers with a golden ticket to the world’s biggest festivals, and they won’t even need to leave the house.”
Mercury Insurance is the title sponsor of “Road To The Festivals Presented By Mercury Insurance” a brand-new four-episode special series that will serve as a launching point into AXS TV’s festival season. The series is filmed in a documentary-style and goes behind-the-scenes with storylines featuring segments on fans, bands, staffers and festival insiders. AXS TV will produce the 30-minute episodes, which premier in March and lead up to the network’s first festival broadcast.
Besides its partnership with the AXS TV, Mercury – one of California’s leading providers of auto and homeowners insurance – is a sponsor of the LA Kings, Anaheim Ducks, LA Dodgers, San Diego Padres and USC Trojans.
ABOUT AXS TV
Launched in July 2012 by visionary entrepreneur Mark Cuban, AXS TV is dedicated to providing the best in music programming and festivals, comedy performances, current events and mixed martial arts promotions. AXS TV is a partnership between Mark Cuban, AEG, Ryan Seacrest Media, Creative Artists Agency (CAA) and CBS. The network is available in the United States via AT&T U-verse, Charter, Comcast/Xfinity, DIRECTV, DISH, Suddenlink, Verizon FiOS, and other cable, satellite and telco providers. The network is also distributed in Canada, Mexico and the Carribean. For more information, visit the website, www.axs.tv; go to the Facebook page here and follow the company on Twitter, @axstv; on Instagram; Tumblr and YouTube.
ABOUT MERCURY INSURANCE
Mercury Insurance (MCY) is a multiple-line insurance organization predominantly offering personal automobile, homeowners and commercial insurance through a network of independent agents in Arizona, California, Florida, Georgia, Illinois, Michigan, Nevada, New Jersey, New York, Oklahoma, Pennsylvania, Texas and Virginia. Since 1962, Mercury has specialized in offering quality insurance at affordable prices – core values that distinguish Mercury in the marketplace. For more information visit www.mercuryinsurance.com.