Spark New Zealand signs up with Live Nation

Live Nation Australia and New Zealand, a Live Nation Entertainment, Inc. (NYSE: LYV) company, has announced an official partnership with Spark New Zealand.

The partnership coincides with Spark’s much anticipated re-brand to Spark New Zealand (formerly Telecom New Zealand) and with the simultaneous launch of the company’s new customer loyalty and rewards program, called ‘Thanks’.

As part of the partnership, Spark will gain access to an exciting suite of Live Nation benefits including exclusive content, ‘Money Can’t Buy’ experiences and priority ticketing to Live Nation events in New Zealand. Many of these benefits will be rolled out to loyal customers through the ‘Thanks’ program and begin to help to establish Spark’s loyalty and rewards offering as best in market.

Chris Quin, CEO of Spark Home, Mobile and Business, said: “Our customers have told us they love movies, music and technology, so we’ve designed our Thanks program around those things. We’re investing in strategic long-term partnerships with Live Nation and other premium brands to bring our customers more of what we know they love, first.”

Michael Coppel, president and CEO of Live Nation Australia and New Zealand, said: “We welcome our new brand partner, Spark New Zealand, and look forward to offering Spark customers priority access to the major international artists that Live Nation presents each year in Australia and New Zealand.”

Live Nation’s partnership with Spark is one of a limited number of exclusive brand partnerships Live Nation Australia and New Zealand will enter into.

Spark joins Qantas and NSW Health, plus international partners American Express and Starwood Hotels and Resorts, as current Live Nation partners.

The partnership was brokered by Sydney-based entertainment partnerships agency, mixitup Australia, a Live Nation Australia and New Zealand joint-venture company.

Greg Segal, managing director of mixitup, said: “Live Nation is delivering the best all-round entertainment offering in the region, with a mix of huge international concert tours, small boutique music events, family entertainment and comedy, and by limiting the number of exclusive partners in each region we can ensure we deliver maximum benefits in return. For brands that wish to be more customer-centric, particularly those wishing to enhance or establish loyalty and rewards programs, a Live Nation partnership is second to none.”