Pennzoil and Live Nation Extend Multi-Year Strategic Alliance

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Pennzoil and Live Nation Entertainment announced a two-year extension of their strategic marketing alliance. Building on their successful partnership, the companies will continue to deliver an array of curated content that meets the needs of consumers passionate about music and vehicles.  

As part of the extension, Live Nation co-produced the 2016 Pennzoil “Garage Sessions,” an original custom web series that launches today. The series will feature stripped-down performances by six emerging artists, performing – where else – in a garage! Among the six (6) participating artists are Jon Pardi, Son Little, LOCASH, Drake White, A Thousand Horses and one more to be announced this fall. 

Each video will capture the themes of pushing limits, chasing innovation, breaking barriers and the roles music and cars play across these elements. “Garage Sessions” will be distributed for fans on the Pennzoil website (, which also features a fan-facing promotion, awarding a lucky winner with a VIP flyaway experience to a Live Nation concert of their choice.

“Throughout our relationship with Live Nation, the Pennzoil brand has been able to transcend the automotive realm and reach a new audience of music lovers,” said Doug Kooyman, Pennzoil Global Brand Director. “The continued alliance between Pennzoil and Live Nation should come as no surprise, as both brands are constantly striving to improve the overall consumer experience. Through the new Pennzoil Garage Sessions video series, the brands seek to further connect the passion between music and driving.”

Pennzoil will also be the exclusive lubricant product category sponsor of eight Live Nation Amphitheater venues including:


•          PNC Music Pavilion - Charlotte, NC 

•          Irvine Meadows – Los Angeles, CA 

•          Hollywood Casino Amphitheater – Chicago, IL 

•          BB&T Pavilion – Philadelphia, PA 

•          Shoreline Amphitheater – San Francisco, CA

•          Gexa Energy Pavilion – Dallas, TX

•          Lakewood Amphitheater – Atlanta, GA

•          Molson Canadian Amphitheater – Toronto, Canada


In addition, Live Nation will create customized, national fly-away promotions for the Pennzoil brand as well as provide the brand artist experiences with country music favorite, Rascal Flatts which include a VIP acoustic set and band Q&A session. 

The alignment with Rascal Flatts was secured to enhance the consumer experience as well as to announce the new Pennzoil relationship with Bridgestone Retail Operations (BSRO). The use of the band’s name and likeness will be leveraged through various consumer-facing promotions online and at BSRO tire and automotive service centers nationwide, as well as internal contests at BSRO to drum up excitement among employees.

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