Company signs a three year deal with Bryan.
Chevrolet has announced plans to expand its partnership with Country Music Association Entertainer of the Year Luke Bryan.
The partnership will see Bryan serve as Chevrolet brand ambassador on a variety of projects over the next three years. Furthermore, Chevrolet will be sponsoring Bryan’s 8th Annual Farm Tour which "stops in rural areas of the U.S., sets up stages on farmland, and performs for thousands of fans." A portion of ticket proceeds will be given to the Luke Bryan Farm Tour Scholarship fund which are awarded to students from farming families within the communities the tour plays.
In a statement, Bryan said "Chevy has been a part of our family and a part of our work life on the farm for as long as I can remember." He added, "I am so excited about this partnership and I'm honored to be representing such a wonderful brand.”
As part of the decision to team up with Bryan, Chevrolet has ended its long-term partnership with metro Detroit native Kid Rock. A Chevrolet spokesperson told Automotive News the decision to switch to Bryan will help the company to appeal to country music fans, particularly women.
Source: GM and Automotive News
CHEVROLET TEAMS UP WITH LUKE BRYAN
Country music superstar becomes official brand ambassador
NASHVILLE — Chevrolet announced today at the 2016 Country Music Association Festival (CMA Fest) that it is expanding its country music ties by teaming up with reigning CMA Entertainer of the Year Luke Bryan.
Bryan will work with Chevrolet as a brand ambassador on a variety of projects over the next three years, including his participation during this year’s CMA Music Festival.
"Chevy has been a part of our family and a part of our work life on the farm for as long as I can remember,” said Bryan. “If you were a Bryan, you drove a Chevy. I am so excited about this partnership and I'm honored to be representing such a wonderful brand.”
Chevrolet will also be a sponsor of Bryan’s Farm Tour. The 8th Annual Farm Tour is a multi-city tour in which Bryan stops in rural areas of the U.S., sets up stages on farmland and performs for thousands of fans. A portion of ticket proceeds are granted for local college scholarships (the Luke Bryan Farm Tour Scholarship) awarded to students from farming families within the communities the tour plays.
“Partnering with Luke Bryan is a natural fit for Chevrolet,” said Paul Edwards, Chevrolet U.S. vice president of marketing. “Our customers love country music, and Chevy has always held a special place within the genre.”
Earlier this year, using his broad reach on social media, Bryan helped Chevrolet use the extra 24 hours of Leap Day to #DayItForward by recognizing the daily hard work and sacrifice of the firefighters of Fire Station #2 in Franklin, Tenn.
“We’re proud to build a relationship with an artist as authentic and talented as Luke,” said Edwards.