Los Angeles, CA – March 19, 2015 - Rock in Rio announced today sponsorship agreement with Mercedes-Benz to serve as official sponsor for the upcoming Rock in Rio USA music festival taking place May 8-9 and May 15-16 in Las Vegas. The agreement includes Mercedes-Benz having naming rights of the Sunset Stage that will be named Mercedes-Benz Evolution Stage.
The Rock in Rio partnership represents a natural build on the luxury brand’s involvement in producing consumer-facing music events, which began with last year’s groundbreaking multi-city Mercedes-Benz Evolution Tour. This year, Mercedes-Benz will further present consumers with experiences that showcase the evolution of the brand and tap into key consumer passion points.
“We are excited to continue our support of both up-and-coming and established talent in the music industry through the sponsorship of Rock in Rio,” said Drew Slaven, Vice President of Marketing at Mercedes-Benz USA. “Rock in Rio prides itself in delivering an unparalleled consumer experience, while appealing to a wide and diverse demographic. These key attributes are important as we continue to evolve and enhance the Mercedes-Benz music platform in the US.”
“We’re very excited to have such a premium brand as Mercedes-Benz sponsoring Rock in Rio. Over the past 30 years we’ve developed a very successful model that delivers a strong communication platform for brands,” states Roberto Medina, President and Founder of Rock in Rio. “What better way to kick-off the first US edition of Rock in Rio than to align with a top luxury brand such as Mercedes-Benz."
Rock in Rio: 30 years of a sponsor-based event
Since its inception, Rock in Rio has embraced sponsors and brands as part of its DNA: in 1985, the first edition of the festival was sponsored by the biggest beer brand in Brazil with an investment of 25 million dollars and gathered 1.3 million people over 10 days of festival. Nowadays, the festival has expanded to 3 countries and was attended by more than 7.4 million people. In 2013, the Brazilian edition reached 54 million dollars in sponsorships and for the September 2015 edition Rock in Rio will also gather the same value.
For the first edition in the US, Rock in Rio USA has already reached the 14 million dollars mark, and is partnering with brands like Red Bull, Bacardi, Moet Hennessy, Las Vegas Events, among others. The festival also has returning brands from previous events in Brazil and Portugal: Sky Brazil, Hotel Urbano and EDP Renewables.
The legendary music festival first edition in the US is a partnership between the MGM Resorts International, Yucaipa Gropu and Cirque du Soleil. With a capacity of 85,000 people per day, the more than 40-acre venue will include a ferris wheel and a 64-foot-high zip line. The venue also includes a VIP area that can accommodate up to 4,000 people featuring air conditioning, an all-inclusive buffet and open bar (certain premium liquors will be available for additional purchase) and a unique view of The City of Rock. Additionally, The City of Rock will feature three Rock Streets – themed streets welcoming attendees to experience an entirely new and exciting kind of music festival and to enjoy the eclectic cultures of the U.S., the UK and Brazil.
Rock in Rio USA will welcome some of the biggest names in music on its Main Stage including Taylor Swift, Bruno Mars, Sam Smith, Metallica, Linkin Park, No Doubt, Ed Sheeran, Big Sean, Maná and Echosmith among others. On the Mercedes-Benz Evolution Stage the lineup includes Foster the People, Jessie J, John Legend, Deftones, Charli XcX, Joss Stone and Bleachers.
For more information, visit www.RockinRio.com. Get the latest updates via Rock in Rio’s Facebook page (Facebook.com/RockInRioUSA) and Twitter feed (Twitter.com/RockInRioUSA). For tickets for Rock in Rio USA, visit: rockinrio.com/tickets
About Mercedes-Benz USA
Mercedes-Benz USA (MBUSA), headquartered in Montvale, New Jersey, is responsible for the distribution, marketing and customer service for all Mercedes-Benz products in the United States. MBUSA offers drivers the most diverse line-up in the luxury segment with 14 model lines ranging from the sporty CLA-Class four-door coupe to the flagship S-Class.
MBUSA is also responsible for the distribution, marketing and customer service of Mercedes-Benz Sprinter Vans, and smart products in the U.S. More information on MBUSA and its products can be found at www.mbusa.com, www.mbsprinterusa.com and www.smartusa.com.
Accredited journalists can visit our media site at www.media.mbusa.com.