Tyson Foods has named its Jimmy Dean brand the Official Breakfast Partner of the three-day Stagecoach Country Music Festival in Indio, California, where more than 85,000 attendees are expected. This agreement introduces Jimmy Dean as the primary morning meal option, aligning the brand with one of the nation’s largest country music events.

Jimmy Dean will operate a prominent on-site presence featuring protein-forward breakfast sandwiches, bowls, and wraps designed for convenience and energy. Interactive experiences will engage festivalgoers, showcasing the brand’s heritage in country music culture and emphasizing its role in daily protein goals.

A fan sweepstakes launched March 9 and running through March 31 invites participants to win one of three prize packages, each including a pair of three-day Corral Pit passes. These are the festival’s highest-value passes, granting premium access to performances and VIP areas.

This partnership leverages shared values of community and tradition to deepen Jimmy Dean’s reach among country music demographics. By combining music and food culture, Tyson Foods aims to enhance brand awareness, drive trial of protein-forward products, and cultivate long-term loyalty among new consumers.