SFX Entertainment, Inc. (NASDAQ: SFXE) and T-Mobile US, Inc. (NYSE: TMUS) said they have extended their marketing alignment with an 18-month program focused on building a deep cultural connection with the millennial audience through investments in festivals, media and custom events.
The new deal builds on the recently announced partnership that SFX and T-Mobile have created with SYCO Entertainment to produce Ultimate DJ, a pioneering television show revolving around the booming electronic music culture and showcasing and cultivating fresh new EMC DJ/producer talent and creative event production skills.
As part of the new marketing program, T-Mobile will become the exclusive mobile partner to SFX in the USA.
Further, T-Mobile will partner across SFX integrated media assets as well as partnering with Beatport on its upcoming Beatport Evolution Radio Show, which is a partnership with Clear Channel.
SFX and T-Mobile will also partner to create original event concepts within the electronic music category.
SFX Entertainment, Inc. is a global producer of live events and digital entertainment content focused exclusively on electronic music culture and other world-class festivals.
T-Mobile US is redefining the way consumers and businesses buy wireless services through leading product and service innovation. Based in Bellevue, Wash., T-Mobile US provides services through its subsidiaries and operates its flagship brands, T-Mobile and MetroPCS. For more information, visit http://www.t-mobile.com.