Final Four weekend concerts a huge hit with fans and sponsors

Fans packed into Centennial Olympic Park to see Dave Matthews Band.
Photo by: GETTY IMAGES
Roughly 150,000 people attended the series of free concerts held Friday through Sunday as part of the Final Four weekend in Atlanta. The crowd for Sunday night’s Dave Matthews Band concert, sponsored by Capital One, was so large that officials closed the gates to Centennial Olympic Park, which, of course, prompted party-goers to jump the fence.

Each NCAA corporate champion sponsors a day of concerts, with AT&T taking Friday, Coke Zero getting Saturday and Capital One sponsoring Sunday. With the exception of a brief power outage on Saturday night during the Muse show, the concerts were a huge hit with fans and sponsors. Macklemore even said that he didn’t know what to expect for a hip-hop show at 1:45 in the afternoon, but was impressed by the 30,000 or so already in attendance early in the day.

By late afternoon, the park was full with almost 50,000 people. As Katie Bayne, Coke’s president of North America brands, surveyed the scene on Saturday afternoon, she smiled and said, “This is incredible” as she hugged Sharon Byers, Coke’s senior vice president of sports and entertainment marketing.

Turner Events, led by Senior Vice President Shea Guinn, produced the concerts. All of the AT&T branding and wraps from Friday night were swapped out by Saturday morning, and the Coke Zero wraps were gone by Sunday morning, replaced by Capital One.
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Related Topics:

NCAA, Champion, North America

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