McGraw's return to the road as a solo act comes after two years on the road with his superstar wife Faith Hill on their Soul2Soul II tour, in which they had a very impressive deal with Jeep. The partnership was the winner of Billboard's inaugural Billboard Concert Marketing & Promotion awards in 2007 and featured in our year-end review of best brand-music tie-in's for 2007.
This new partnership seems to be designed with a similar principle of giving plenty of opportunities and unique interactions to the fans. According to Billboard Magazine, "The two brands will present the VIP Pre-Show Party where McGraw performs a private acoustic set prior to each show. Fan/brand site EchoMusic, a division of Ticketmaster, will integrate the sponsorships through online fan and brand initiatives."
Additionally, Fritos will be the "Official Snack" of the tour and the presenter of the StyleSonic Stage, which will feature artists chosen by McGraw who will perform prior to the start of each concert and have their music made available for free download via the McGraw website for fans that purchase tickets.
All sounds rather tasty!