OVG, IAG Team To Put Artists in the Brand Partnerships Mix

Oak View Group is expanding its sponsorship business into the artist arena, striking a new agreement with Independent Artist Group to connect brands with touring assets and promotional opportunities across IAG’s music and comedy roster.

Under the arrangement, OVG will work as an independent contractor, identifying sponsorship and cross-promotional opportunities for IAG-booked tours. The company’s Global Partnerships sales team will work with IAG agents, managers and artists to develop deals that can include tour title sponsorships, artist-sponsored presales, brand engagements, on-site fan activations and meet & greets.

OVG will also tap its network of sponsorship sellers across the U.S. and Canada to bring IAG artists to existing and prospective brand partners. The latter’s roster includes everyone from Metallica, Rush and Billy Joel to Def Leppard, deadmau5 and Limp Bizkit.

“Music is a natural fit for OVG, and we’re excited to combine our sales expertise with the power of IAG’s unmatched roster of artists to create strategic alliances that benefit all partners and brands involved,” said OVG President of Global Partnerships Dan Griffis.

IAG EVP and Head of Global Music Jarred Arfa and EVP and Head of Global Touring Peter Pappalardo said OVG ”has always been a valued partner of the agency, and we look forward to enhancing our relationship to the benefit of our artists.”

The agreement gives OVG another avenue to leverage its relationships with brands beyond sports and venues; its Global Partnerships division has sold 40 naming-rights deals across pro sports leagues, college athletics and music venues.