Live Nation Secures Lowe’s Multi-Year Partnership for Exclusive Concert Perks
LYV•Live Nation has signed a multi-year partnership with Lowe’s to offer 2-for-1 lawn ticket deals, complimentary lawn chair rentals and sweepstakes to MyLowe’s Rewards members across select amphitheaters. The deal also makes Live Nation the presenting partner for new amphitheater tailgate experiences at North Island, Ruoff Music Center and Jiffy Lube Live.
1. Partnership Details
Live Nation entered a multi-year sponsorship arrangement with Lowe’s Companies that extends live music offerings to MyLowe’s Rewards and Pro Rewards members. This agreement positions Live Nation as a key partner in delivering exclusive concert benefits through Lowe’s loyalty ecosystem, tapping into over 30 million combined members.
2. Member Benefits
Under the partnership, loyalty members can purchase discounted '2-for-1' adult and child lawn tickets, claim complimentary lawn chair rentals for the first fifty eligible members at each show, and enter sweepstakes for free tickets throughout the season. Each offer is subject to member ID verification through the Lowe’s app and specific venue terms.
3. Amphitheater Tailgate Experiences
The deal designates Live Nation’s North Island Credit Union Amphitheatre, Ruoff Music Center and Jiffy Lube Live as sites for a new tailgate concept presented by Lowe’s. These pre-show spaces feature live entertainment, food and beverage offerings and programming from Lowe’s vendor partners on a first-come, first-served basis.
4. Strategic Impact
By aligning with a major home improvement retailer’s rewards programs, Live Nation aims to deepen engagement with existing fans and attract new, younger audiences. The partnership leverages shared experiences in live music settings to create loyalty touchpoints beyond traditional concert ticket sales.
