PHILADELPHIA--(BUSINESS WIRE)--Comcast today announced that the company’s Xfinity brand will become the lead sponsor of Taylor Swift’s The 1989 World Tour, offering its customers benefits such as access to behind-the-scenes video footage from tour rehearsals as well as the chance to meet the seven-time Grammy winner and win backstage tours, tour merchandise and concert tickets.
Xfinity will become the lead sponsor of all U.S. tour dates on The 1989 World Tour, starting on May 20 in Bossier City, LA and ending on October 31 in Tampa, FL.
“Taylor Swift is a global superstar and her fans have an unrivaled passion for everything she touches,” said Todd Arata, VP, Brand Marketing, Comcast Cable. “And now, Xfinity and Taylor Swift are coming together to bring Taylor fans an experience they can’t get anywhere else.”
As a part of the sponsorship, Xfinity will build an unprecedented Xfinity On Demand experience including videos that give viewers a backstage pass to what goes into preparing for each show of The 1989 World Tour. Customers also will get On-Demand access to a curated collection of movies, TV shows and talk show appearances featuring Taylor as well her music videos.
“Throughout the tour we’ll also surprise fans with ticket giveaways, signed merchandise and more, including a lip sync competition among fans for the chance to meet Taylor herself,” added Arata.
At each U.S. concert venue, Xfinity will host a backstage “vibe room” where select Xfinity customers and concertgoers will have an opportunity to go on backstage tours and attend a meet-and-greet with Taylor. At select tour locations, the brand will also create an “Xfinity Zone,” where concertgoers will have an opportunity to experience the best of Xfinity, including the X1 Entertainment Operating System. Visitors can also have fun with a photo booth that enables fans’ photos to be super-imposed onto backgrounds featuring the singer.
Xfinity is Comcast’s residential service brand and the nation’s largest video and high-speed Internet provider, and more information about the Taylor Swift sponsorship can be found at xfinity.com/1989.
About Taylor Swift
Taylor Swift is the only artist in history to have three albums selling over one million copies in their first week of release (2010's Speak Now, 2012's RED and 2014's 1989), is the all-time leader on RIAA’s digital singles chart, the only artist to have two singles hit No. 1 on Billboards HOT 100 Chart in 2014 and 1989 was the highest selling album of 2014, to date selling over seven million albums worldwide. Taylor, a seven-time GRAMMY winner, is a singer, songwriter and the youngest winner in history of the music industry's highest honor, the GRAMMY Award for Album of the Year and the inaugural recipient of AMA's Dick Clark Award for Excellence.
Taylor has an album on Rolling Stone's prestigious The 50 Greatest Albums of All Time (by women) list, she is Billboard's youngest-ever Woman of the Year and the only artist to have been awarded this honor twice, Time magazine has named her one the of the 100 Most Influential People in the world and one of only eight candidates for their most prestigious honor, 2014 Person of the Year. Taylor has career record sales of over 40 million albums and more than 130 million song downloads worldwide, and has had singles top the pop and country radio charts around the globe. 1989 sold almost 1.3 million copies in the U.S. in its first week making it the highest selling album release since 2002 and the only album to go platinum in 2014, topping Billboard's Top 200 charts and iTunes’ sales charts in 97 countries on its release. 1989 has sold seven million copies globally and continues to top Billboard Top 200. Her current No. 1 single, "Style,” is the third consecutive chart-topping release from 1989.
About Comcast Corporation:
Comcast Corporation (Nasdaq: CMCSA, CMCSK) is a global media and technology company with two primary businesses, Comcast Cable and NBCUniversal. Comcast Cable is the nation's largest video, high-speed Internet and phone provider to residential customers under the XFINITY brand and also provides these services to businesses. NBCUniversal operates news, entertainment and sports cable networks, the NBC and Telemundo broadcast networks, television production operations, television station groups, Universal Pictures and Universal Parks and Resorts. Visit www.comcastcorporation.com for more information.