Brands Take the Drivers Seat: SiriusXM + Pandora Race Weekend

Vamos, Las Vegas. SiriusXM and Pandora were in the fast lane as we kicked off one of the year's most anticipated events—Las Vegas Race Weekend. This year's event captured the attention of passionate motorsports fans while they partied at the Brooklyn Bowl with some help from the sponsors that brought it to life. And for the second year in a row, the Las Vegas Strip was shut down to prepare for this buzzworthy event, inspiring fans line up early, generating a +35% expected attendance rate.

With sponsorships from Celebrity Cruises, High 5 Casino, Jameson Orange, Mint Mobile, National University, Paramount+, Progressive, and Tire Rack, and a performance from critically acclaimed and award-winning reggaeton superstar J Balvin, this event was unforgettable. 

Sponsors Fuel the Fun

If there’s one thing brands can expect at SiriusXM and Pandora events, it’s that attendees will be raving about the unique activations sponsors bring. And race weekend was no exception. With DJ LezLee kicking off the fun and welcoming people into the space, attendees were treated to a glow-up experience, provided by Pandora—gearing up concert goers with a glammed up, glittery new look to rock for the night. 

Celebrity Cruises had a hand in preparing attendees for a night full of excitement, offering relaxation and a moment to recharge after they waited in line for the big event. (Did we mention that the event’s entry line stretched all the way down the LINQ promenade?) After all that waiting, a much-deserved massage and quick oxygen bar break were the perfect treat for people stopping to hang out with Celebrity Cruises. And to keep that supercharge lasting all night long, Mint Moble passed out branded phone chargers so guests could stay connected and show off the excitement of the night to friends and family. In fact, 86% of attendees posted on social media about the event,¹ extending brand awareness outside of just event attendees. 

Nothing generates excitement quite like exclusive access. Thanks to High 5 Casino and Paramount+, select fans were given upgraded views, VIP experiences, and event keepsakes that left a lasting impression. And some lucky guests enjoyed the show while getting their bowling game on, indulging in exclusive bar access and other fun perks. And speaking of positive impressions, Jameson Orange and National University handed out swagged-out bucket hats and cross-body bags for fans looking to upgrade their concert fits for the night and beyond—topped off with a specialty cocktail from the Jameson Orange bar. 

What pairs well with a refreshing cocktail? Tire Rack’s delicious donuts that satisfy anyone's sweet tooth and serve as the perfect pit stop during the night's revelry. And to commemorate the evening before the big show, Progressive’s photo booth put fans in the driver’s seat, letting them take photos, marking the memories of the night forever. 

Sponsors and fans thrive when they come together for SiriusXM + Pandora events, and we saw a huge lift in brand awareness and interaction. A massive 85% of attendees saved something they received at one of the sponsor areas, and 80% purchased a product from a sponsor. These unique interactions between brands and consumers generate an incredible amount of influence, with this event creating a more positive opinion of event sponsors with nearly half of attendees (48%). What's more, fans not only have lasting memories of the positive brand interactions, over seven in 10 of attendees also looked for more product information on something they saw while there.

Brand sponsorship takes you from the checkered flag all the way to the finish line, and SiriusXM + Pandora get you in front of the fans that are eager to see you.

Vamos a bailar

Amped up attendees gathered around for the main event of the night, bringing in a whopping 1.6K+ passionate fans and notable industry leaders to see J Balvin perform. The Latin superstar delivered an electrifying performance, singing songs like “X” and “Doblexxó” that had the crowd dancing along from start to finish. The night was truly one to remember—generating over 75M impressions across social media and press outlets. 

Cross the Finish Line with SiriusXM + Pandora

Franchise events are an exciting way to get in front of your audiences, but the options are limitless when it comes to advertising with us. Whether you’re looking to get in on the fun IRL at El Pulso concerts, HBCU events, or country music festivals, we’ve got you covered. These moments are created for brands and fans to unite in an evening packed with excitement and heightened energy, leaving room for higher brand recognition and interactions that make an impact. 

And if you’re looking to get in with a young, diverse, influential crowd, SoundCloud Next Wav is the place to be. This event series rewards and empowers artists on the platform to connect with their communities and provides a spotlight to their dedicated work behind the scenes. Here, brands can be a part of full-day events, featuring panels from notable industry figures, artist-centric workshops, creative exhibitions, and local live music showcases from the city’s hottest breakthrough talent. Bringing together community, up-and-coming talent, and brands looking to connect to their audiences in authentic ways. 

If podcasts are more your speed, join us as we hit the road to tour across the country with some of podcasting’s most beloved hosts as they bring IRL experiences to fans. Whether you want to jump in with true crime lovers or share a laugh with comedy fans, podcast tours give everyone a chance to connect with their favorite creators, fans, and brands. 

Ready to be a part of the crew? Let’s chat.