Live Nation, the global leader in live entertainment, has announced its partnership with breakout New Zealand drinks star Pals. The three-year collaboration brings the Pals full drink range to fans at Live Nation events nationwide. Together, they will host year-round activities and promotions that give fans the chance to win money-can't-buy-experiences.
"We are thrilled to be partnering with the team at Pals across NZ's greatest festivals, concerts tours and venues. We know Pals are so well loved, and we look forward to offering their delicious products and curating exciting live experiences together for music fans at shows nationally," said Nicole Lembke, Business Development Director, Brand & Marketing Partnerships Live Nation Australia & NZ.
Since launching in 2019, Pals has become one of the fastest growing RTD brands and transformed the category in such a short time. The award-winning drinks are made from premium spirits and natural fruit extracts. They provide a healthier alternative that does not compromise taste or brand experience.
"We're incredibly proud and humbled to be chosen to be a key partner of Live Nation, especially so early in the Pals journey. As a three-year-old brand partnering with the biggest live entertainment company on the planet – it's something we could have never imagined when first launching Pals. Bringing the Pals brand to life through live events and activations has always been a key way we've connected with our consumers, and this partnership helps us elevate the fan experience to the next level. Together with this partnership, we'll be able to give consumers an incredible live event experience from top international acts," said Mat Croad, Co-Founder and Director of Pals.
Pals have reached what one might call 'cult status' with multiple people tattooing the brand on themselves and dressing up as cans all over the world. Original and culturally relevant social media has helped bring the brand to life.
"With flagship festivals like Rhythm and Vines, we are excited to partner with Live Nation, a company that pushes boundaries of what kiwis experience at their favourite live events. We look forward to working collaboratively with Live Nation to create some truly amazing fan experiences and putting Pals activations on par with a global level," said Jonty Holmes, Brand Activation, On-Premise & Event Manager of Pals.
