Chrysler Group LLC is doubling down on sponsorship to promote its expanding line of Altitude limited-edition vehicles.

The automaker earlier this year launched four Altitude vehicles: Compass, Grand Cherokee, Patriot and Wrangler. The vehicles feature black leather interiors, black body components and other special features.

And the company is promoting the vehicles through new music and sports deals.

On the music front, Jeep this year has partnered with three music festivals: The Free Press Summer Festival in Houston, Catalpa in New York City and the Sept. 1-2 People En Español Music Festival presented by Target in San Antonio.

Outside of music, Jeep in April announced a new partnership with USA Basketball on behalf of the Wrangler Altitude edition.

The sponsorships build on Jeep’s long-term partnership with the Winter X Games.

“Sponsorship has always been important for the Jeep brand. Our owners have lots of adventures and exciting activities, and we want to build on action sports with traditional sports and music,” said Jennifer Applebee, Jeep experiential marketing manager.

The auto brand is sponsoring the People En Español Festival to support an ad campaign targeted at Hispanic consumers. The sponsorship builds on a media buy with Time Warner, Inc., the publisher of People magazine.  

Jeep will activate the festival with an on-site experiential area that includes vehicle displays and monitors showing Spanish language Jeep TV ads. The automaker will incent traffic by dangling tickets to festival performances.

The festival features performances by Daddy Yankee, Luis Miguel, Prince Royce and other artists.

Jeep activated the July 28-29 Catalpa music festival with the on-site “Power Amp” obstacle course ride-and-drive. 

The music festivals replace Jeep’s 2011 sponsorship of the four-stop Dave Matthews Band Caravan tour.

“Rather than attaching to one single multicity tour, we wanted to target a couple specific markets,” said Applebee, noting that Texas is a priority market.  

The deals follow a partnership with USA Basketball, a tie Jeep activated with the Power Within ad campaign for the Wrangler Altitude through the London 2012 Olympic Games.  The ads featured Chris Paul, a point guard for the NBA Los Angeles Clippers and a player on the 2012 U.S. Olympic basketball team.

The campaign included print ads and billboards under the headline “Legendary Teams Live for the Road.” Jeep also promoted the program through Jeep.com/USAB, a web site that offered video interviews with Paul, live coverage of USA Basketball games and a sweeps dangling a Jeep Wrangler.

Jeep has not determined if it will continue the relationship, said Applebee. Kim Adams House, Jeep brand head of advertising, spearheaded the tie.  

Jeep sponsors regional and local properties on behalf of nine business centers, each of which works with dealer advertising associations and individual dealers.

Ties include the Taste of Charlotte and Milwaukee’s Summerfest music festival.