The Academy of Country Music and Legends, a data-fueled global premium experiences company, have joined forces in an exclusive, multi-year partnership focused on driving 360º sponsorship portfolio growth for the Academy.
The new partnership will include developing and launching opportunities tied to the organization’s annual live events, as well as new programs and initiatives celebrating and honoring country music.
Through the agreement, Legends will lead a data-driven approach to brand partnerships for the Academy, ranging from on-site activations, original content commissions and digital activations around ACM signature events, including the ACM Awards and surrounding events, ACM Honors, ACM Party for a Cause and other events benefiting ACM Lifting Lives.
Legends will also work with the Academy to develop new brand opportunities incorporating the Academy’s new headquarters in Nashville, as well as branded content franchises, social media campaigns, and dynamic new activations.
“Legends has a proven track record of championing the largest and most successful brands in the world, and we’re thrilled to be able to collaborate with them, at this potent moment for the ACM, to bring new and exciting opportunities to the Academy, our industry, and our partners,” explains Jen Heaton, ACM Vice President of Strategic Partnerships. “Coming off a triumphant 2022 for the Academy, we are eager to continue blazing a bright new path, particularly with the 58th ACM Awards’ return to Texas this spring, and working hand-in-hand with Legends will deliver the vigorous, multi-faceted, and mutually beneficial programs to maintain our exceptional momentum forward.”
“Legends is excited to work alongside the great team at the Academy of Country Music to execute a brand partnership strategy that will celebrate and help grow their unique, year-round country music lifestyle platform that reaches fans around the world,” adds Chris Hibbs, President, Legends Global Partnerships.
Legends partners with many sports, entertainment, and attractions brands, including The New York Yankees, Dallas Cowboys, One World Observatory, and Real Madrid. The company is helping lead partnerships for the U.S. Olympic & Paralympic Properties through the 2028 Summer Games in Los Angeles.
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