U2 8ta Mega Music partnership
Brokering the commercialisation of the U2 360° tour presented by 8ta represents MEGAPRO Marketing’s first sponsorship deal since entering into the music and entertainment sponsorship market.
U2 will return to South Africa for the first time since the PopMart Tour in 1998. The group will make history as the first band to stage a live concert in FIFA World Cup Stadia in both Johannesburg and Cape Town. The concert dates are 13th February 2011 at FNB Stadium and 18th February 2011 at Cape Town Stadium.
As a new brand in the South African communications environment, 8ta has chosen to tap into the stellar following of the global music phenomenon that is U2. The tour also provides benefits of association that talk to aspiration and success. Associating the 8ta brand with the U2 360° degree tour provides a basket of marketing opportunities for this growing brand, and assists 8ta to converse with its target audiences in a meaningful way.
Julian Bryant, General Manager: New Business Development at MEGAPRO commented that “MEGAPRO sees great value in the music and entertainment space. Through music strategy brands can create valuable "music equity”. The long-term approach that we want to take is to help brands utilise music as a core component of their broader marketing mix, to engage with their consumers and clients on a personal and emotive level.”
