LOUISVILLE, Ky. (WDRB) -- Bourbon & Beyond and Louder Than Life are almost here, and they've brought more to town than just tens of thousands of people.
The producer of the festival, Danny Wimmer Presents, announced it'll make a $1 million commitment to University of Louisville student-athletes. The partnership over the next decade is designed to advance name, image and likeness opportunities and create marketing opportunities for student-athletes to promote the music festivals.
"The University of Louisville’s Athletic Department is an economic engine that helps power our city," Danny Wimmer, Founder of Danny Wimmer Presents, said in a news release. "This community has embraced our festivals in such a powerful way, and now it’s our turn to invest back into the city’s future. By supporting Louisville’s student-athletes through NIL, we’re not only helping them grow, but we’re also strengthening the connection between the athletic program, its fans, and the culture that makes this place so special. Louisville truly feels like my second home, and I’m proud to support this program now and for years to come."
They're set to collaborate through social campaigns and community events.
"Danny Wimmer Presents has played a massive role in shaping the cultural and economic vitality of Louisville, and this partnership is a reflection of that same commitment to our city," Heird said in a news release. "To have Danny and his team invest in our student-athletes is not only significant for the future of Louisville Athletics, but also a statement about the role this department plays in driving our community forward. We are grateful for this incredible gift and proud to partner with an organization that shares our vision."
Earlier this year, Danny Wimmer Presents, reached a 10-year deal with Kentucky Venues to continue the two festivals.
"Louisville, KY has become an integral part of who we are, and we are excited to strengthen our connection by partnering with the city of Louisville and Commonwealth of Kentucky for the next 10 years," Wimmer said in a news release. "Bourbon & Beyond and Louder Than Life have truly found their home here, representing the incredible collaboration and spirit we’ve fostered over the past decade. This partnership is about more than just festivals; it’s about investing in a community that has welcomed us with open arms."
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