We live in a hyper-digital world. We scroll, swipe, stream. Yet ask anyone who’s felt the bass rumble through a packed arena and they’ll tell you: nothing beats being there. And nothing compares to the magic of live events. Concerts, festivals, and once-in-a-lifetime fan experiences represent the most immersive realm of Audio.

When it comes to bringing brands to life, nothing beats the immersive power of live concerts. Brands are getting more creative, too. Think immersive photo activations, branded artist experiences, interactive brand-to-fan connections, product sampling, mobile brand lounges, AR integrations, curated VIP experiences, and real time social media engagement. If you can imagine it, fans will remember it. When crafted thoughtfully, experiential activations transform sponsorship from a logo on a banner into a story fans retell long after the encore.

For advertisers, that magic translates into first-party data, social currency, retail traffic, and an emotional halo you can’t buy anywhere else.

Live events offer something rare in today’s media landscape: undivided attention. Fans aren’t multitasking or skipping through ads – they’re fully present, emotionally charged, and ready to engage. That’s what makes experiential marketing at concerts and events so powerful. It’s not just about being seen; it’s about being felt.

When a brand shows up in that environment – with relevance, creativity, and purpose – it creates a moment of real connection. And the data proves it:

They notice.
40% of attendees say they discovered a new brand at a live event. When your brand is part of a moment fans already value, it earns attention organically – not through interruption, but through integration.

They buy.
Live event sponsorship drives real conversion, especially with younger audiences: 48% of Gen Z, 61% of Millennials, and 55% of men say they purchased a brand they saw sponsoring a live event. The takeaway? Sponsorship doesn’t just boost perception – it influences action – especially among harder-to-reach men and young adults.

They feel it.
After attending a live event, 58% of fans said they felt an emotional connection with a sponsoring brand. That emotional imprint leads to long-term brand affinity – especially when the activation ties into purpose, passion, or shared values.

They share.
Event moments don’t stay contained within venue walls. From selfies in branded lounges to co-branded social filters, live events fuel user-generated content that extends reach and relevance across social platforms. 57% posted about newly discovered brands on their social media accounts.

They skew premium.
The live event audience isn’t just engaged – they’re valuable: 55% hold a bachelor’s degree or higher. Median HHI is $116k. And nearly half identify as non-white, offering brands access to an audience that’s both upscale and diverse.

In short, live event sponsorship works because it blends reach, relevance, and emotional resonance. It’s storytelling with sound, lights, and human connection – and it drives results.

These on-air, digital, and on-site activations surround and complement Audacy’s Tentpole events, turning concert energy into measurable results for brands.

Objective: Several brands sought to boost storefront or showroom traffic for auto brands in Southern California – plus these brands were strategically pursuing first-party data captures from key audiences.

Play: Audacy’s highly anticipated Almost Acoustic Christmas, which sold out in record time, presented a prime opportunity to launch a drive-to-retail campaign for each brand. The 4- week campaign was launched with on-air radio promotions, a digital blitz and in-store QR-code hunt for VIP tickets.

Result: 3.7 K contest entries captured in-store; 19 M+ impressions. In auto dealerships, foot traffic and test drives spiked during year-end sales.

Objective: Stand out in a crowded healthcare market by strengthening brand awareness and social media presence in South Florida. 

Play: Utilize the Stars & Strings event as a way to amplify social reach and raise awareness in the community. The 4-week campaign kicked off with co-branded social filters, artist visits, video activations on the main stage, and to top it off – Fans shared their favorite country songs on an interactive chalk wall and accessed the filter via QR code.

Result: 870k social impressions — 168% over-delivery above goal. Memorial Healthcare successfully leveraged the Stars & Strings event to amplify its brand and foster community connections. Through a co-branded social filter and a heartwarming visit from stars, they ignited substantial user-generated content and social engagement. 

Objective: Give an online therapy brand a real-world heartbeat.

Play: We Can Survive sponsorship included marquee stage presence plus a calming lounge where fans learned about mental-health resources between sets.

Result: 83% sponsor recall, 62% intent to learn more, 58% emotional connection. This online therapy brand drove successful KPIs across the marketing funnel with an integrated sponsorship at Audacy’s We Can Survive event. 

Live events deliver what algorithms can’t: goosebumps, group selfies, and unforgettable moments that spark real connection. Brands that enter the venue as sponsors leave as part of the story – capturing data, content, and loyalty in one dazzling night.

Ready to headline the next big show? Let’s create an experience that puts your brand in the spotlight and in the hearts of your audience.