Attendees at this weekend’s Governors Ball music festival will be treated to a mix of unique experiences, exclusive merchandise and special perks thanks to a hearty influx of new sponsors.

“We are very happy to welcome a lot of new partners this year, as well as current partners doing some amazing things,” said Alex Joffe, head of partnerships with Founders Entertainment.

DirecTV Now is one of the festival’s largest and most recent sponsors. The online streaming service will leverage the June 1-3 festival with a multichannel activation that includes a livestream, TV broadcast and on-site presence.

AT&T will livestream the entire festival and showcase the event and its cultural happenings via Friday and Saturday primetime programming on the Audience Network.

“We’ll showcase not only the headline performances, but a full 360-degree story of the festival, its culture, artist vignettes and everything about the experience.” 

DirecTV Now will enhance the on-site experience via “The Court,” a buildout modeled after an old-school New York City neighborhood. The area will feature a basketball court thematic, street art and a giant boom box with LED video screens.

The branded experience will be located in the middle of the festival and staffed by AT&T brand ambassadors who will talk up DirectTV Now and new content on the Audience Network.

“It will be a destination in and of itself.”

Below, three other ways sponsors will enhance the Governors Ball experience.

Exclusive Merchandise
The NBA and American Eagle Outfitters will offer festival-goers cobranded merchandise that can’t be found anywhere else.

The NBA will partner with New Era and Nike to host a backstage gifting suite where musicians and other celebrities can receive custom headwear and jerseys with the marks and logos of Governors Ball and one of New York City’s two NBA teams: the Brooklyn Nets and New York Knicks.

“It’s the only place you can get a NBA jersey with Governors Ball branding.”

The partnership extends to the festival’s merchandise area, where attendees can purchase snapback hats and other co-branded apparel.

The NBA will run similar promotions this year at Austin City Limits, Voodoo and other music festivals.

American Eagle Outfitters will also offer festival-themed merchandise. The retailer will set up a two-story structure (the AE Studio) next to the festival’s merchandise area where fans can customize apparel, participate in promotions and watch surprise musical performances.

The retailer will also use the AE Studio to host AEO Connected loyalty program members.

American Eagle will run similar programs at Lollapalooza, Voodoo and other music festivals this summer.

Unique Beverage Experiences
Beverage companies will enhance the festival experience with a mix of drink selections and branded experiences.

LaCroix will activate its first-time Gov Ball sponsorship with the Fizz Lounge, a cobranded photo booth/ball pit. The sparkling water brand will amplify the program by taking a GIF of each participant (“sparkling selfie”) that can be shared on social media. 

Sponsors in the alcoholic beverage category include Aperol Spritz, which will sell Italian craft cocktails at concession stands and VIP lounges; Bacardi, which will host attendees at the two-story Bacardi Bay bar; and Tito’s, which will pour freshly minted Bloody Marys in the Tito’s Airstream Lounge.

Fashion And Beauty Know-how
Fashion and beauty play a key role in the festival experience, and Governors Ball is no exception.

OGX will offer hairstyle touchups and makeovers at the full-service OGX VIP Style Lounge (including the opportunity to select one of several hairstyles created specifically for the festival), while got2b will offer styling products at the got2b Style Bar.