A-B InBev looks to dance with SFX partnership

12/23/2013 | New York Times (tiered subscription model), The

SFX Entertainment's electronic dance music festivals have secured a major global partnership with an Anheuser-Busch InBev deal that may be worth as much as $25 million in 2014 and $35 million in 2015. SFX festivals include Electric Zoo in New York City, Tomorrowland in Europe and the Rock in Rio festival in Brazil. The appeal of SFX is "the ability to authentically attract the attention and affection of the millennial audience," said SFX founder Robert Sillerman.

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