SOUND OF MONEY: Huntington Bank has naming rights for Live Nation’s Chicago amphitheater. (Courtesy Live Nation) Longer deals, bigger activations for shed naming-rights clients Andy Peikon, Live Nation’s senior vice president of sales, oversees the group that sells naming rights for the promoter’s 46 amphitheaters across the country. It’s a thriving piece of the entertainment business that keeps Peikon and his 30-person sales staff busy considering the vast number of venues, the steady growth for Live Nation in building new amphitheaters and adding others through acquisition, and the active market for naming rights in general. VenuesNow spoke with Peikon about trends in sponsorship of outdoor music venues and where the business is headed.  Explain Live Nation’s strategy for naming rights tied to amphitheaters. It’s obviously a different dynamic compared with arenas and stadiums. We focus on working with local brands willing to invest back into the community. I remember the first deal […]
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