The deal with Live Nation will allow Barclaycard to introduce cashless outlets at festivals such as Hard Rock Calling, Download and Wireless.
Barclaycard plans to provide festival goers with a top-up contactless card that can be used for transactions at bars and food outlets, which would reduce the need for carrying cash.
The partnership will also see Barclaycard offer its customers regular competitions, music updates, special ticket access and entry to VIP areas at events.
Neil Thomas, creative and strategic director for Live Nation UK, said: "Live Nation can offer unrivalled and unique opportunities to connect artists and fans through the powerful and exciting medium of live music.
"We look forward to a growing relationship with Barclaycard that will offer new, innovative and accessible benefits to their customers and also to artists and music fans across the UK."
The deal is part of Barclaycard's new live music focused sponsorship strategy.
Paul Troy, head of advertising and sponsorship at Barclaycard, said: "This new direction in Barclaycard's sponsorship strategy is about really engaging with consumers and finding ways to provide them with extra benefits.
"This deal will help them to enjoy their passion for music -- whether that's exclusive gigs or facilitating cashless outlets at festivals. We are very excited about the opportunities that Live Nation will present to us in terms of benefiting our customers and all music lovers."
1 article comment