Sports and live entertainment company AEG has entered into its first-ever multi-venue water partnership with healthy lifestyle brand hint inc.

Brokered by AEG Global Partnerships, the multi-year agreement will establish hint as the official flavoured water of 12 AEG Presents-run properties across the US.

The deal will cover The Warfield Theatre and The Ballroom Regency (San Francisco); El Rey Theatre, The Fonda Theatre, The Roxy Theatre, and Shrine Auditorium & Expo Hall (Los Angeles); PlayStation Theater, Rough Trade NYC, Brooklyn Steel, Terminal 5, and Music Hall of Williamsburg (New York); and The Sinclair (Boston)

As part of the new deal, AEG and hint will collaborate to create experiences for fans and consumers through local sampling nights, various promotions and custom drink opportunities.

The hint brand and product line will also be strategically integrated throughout the live event experience at select AEG venues and brought to life at consumer touch points via a series of activations and events.

In addition, AEG and hint will work together on promotional content that will be rolled out across both social and digital media platforms, as well as engage fans and consumers through ticket giveaways to events taking place at AEG venues where hint has a presence.

Kara Goldin, chief executive and founder of hint, said: “Our marketing partnership with AEG Presents provides us with an incredible opportunity to highlight hint’s mission and make drinking water more enjoyable for thousands of consumers across the growing music and live entertainment space.”

Andrew Klein, senior vice-president at AEG Global Partnerships, added: “We are proud to join forces with hint, a brand that truly represents the best in class when it comes to offering a great-tasting and quality beverage. Their commitment to excellence matches ours and will only help us amplify the world-class experiences that our customers have come to expect at our venues.”

Images: Mike Mozart