Live Nation Entertainment has announced a global, multi-year partnership with Smirnoff to become its official vodka sponsor in a strategic partnership of 26 music festivals worldwide.

The Smirnoff brand will create fan experiences at each festival, aimed at consumer engagement. UK events included in the deal are Reading & Leeds, the V Festivals, Creamfields, Glasgow Sessions, Wireless, Latitude and Electric Daisy Carnival (EDC). 

"Live Nation has the biggest and most diverse festival platform in the world," said Russell Wallach, president of Live ...