When you think of beverage sponsorships, you may think of athletes working with Gatorade or energy drinks like Red Bull and Monster with just about every professional extreme sports athlete in the world. That bridge has crossed over to the music world, and though this is not new the sponsorship deals are starting to balloon at a rather eye-popping rate.
Superstar artists like Avicii, Taylor Swift and Tiësto have all developed a compelling brand that connects with millennials, which large beverage companies want to be attached to. The amount of money they are paying to these artists you may not believe.
According to an article on Billboard that has compiled the numbers for these sponsorships, Tiësto tops the list with his deal with 7UP. The company spent big in 2014 on its "Live It Up" campaign that tabs Tiësto as the face of the campaign at a cool $30 million, as well as seven upcoming DJs and seven events. Tiësto got to choose seven of his favorite DJs: Nick Ditri and Danny Boselovic of The Disco Fries, Danny Avila, MOTi, Moska and Luis Torres and Julian Dzeko of Dzeko & Torres.
The campaign also partners with seven different dance music events across the country: six of them festivals and the other Tiësto's album launch party.
Taylor Swift inked a $26 million sponsorship deal with Coca-Cola last year to be a brand sponsor for Diet Coke that has featured radio spots and TV commercials, including her 30-second ad involving a copious amount of kittens.
Avicii has been one of the main faces of the new (RED) campaign leading up to World AIDS Day Dec. 1, donating "Divine Sorrow" with Wyclef Jean and giving away a host of different signed merchandise and all-access passes to the cause. Now we know that Coca-Cola, the main sponsor for his partnership in the deal, has been bankrolling him and Wyclef Jean to the tune of $20 million.
Tinashe apparently has raked in $3 million from a deal with Dr Pepper, and newly found stars Nico & Vinz have cashed in with a $1 million deal with Pepsi.
