DoorDash inks three-year Live Nation deal

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DoorDash has signed a three-year partnership with Live Nation Australia and New Zealand as the delivery platform looks to deepen its connection with consumers through live music.

The deal makes DoorDash an official partner across Live Nation's portfolio of concerts, festivals and venues in Australia and New Zealand and will introduce music-related perks for DoorDash customers.

It will also see the launch of DoorDash Food Village activations at major festivals, alongside offers targeting fans as they leave Live Nation venues.

The partnership represents a push by DoorDash beyond its delivery proposition and into entertainment and culture, using music to build loyalty and engagement with existing and potential customers.

DoorDash vice president APAC Simon Rossi said live entertainment offered the brand an opportunity to connect with customers outside its everyday use cases.

“Our customers have a real passion for live entertainment, and partnering with Live Nation gives us an exciting opportunity to show up for them beyond the everyday,” Rossi said.

“Live music brings people together around moments they genuinely care about, and we want DoorDash to be part of making those experiences even better.”

SEE MORE: How Gen Z is rewriting fandom

Live Nation research conducted in May among 2,300 respondents found 91% of Australian live music fans would sign up for or switch loyalty programs to gain access to live music perks.

Live Nation ANZ senior vice president, head of media and sponsorship Kristy Rosser said that appetite created an opportunity for brands to establish deeper relationships with fans.

“Live music creates unforgettable cultural moments, bringing people together through shared experiences and emotion,” Rosser said.

“For brands, it’s a powerful opportunity to connect with fans in more meaningful ways.”

The partnership comes as major consumer brands increasingly use sport, music and entertainment properties to build cultural relevance and loyalty beyond traditional advertising.

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