Three years after being acquired by AT&T, Cricket Wireless is making some noise in sponsorship.

The prepaid wireless provider is focusing on three national platforms: music, endurance sports and professional wrestling.

Cricket over the past month has signed new partnerships with House of Blues Entertainment and The Color Run obstacle course series. The ties build on a year-old multiyear partnership with World Wresting Entertainment.

The sponsorship push comes amid a major expansion in retail stores. The company has opened hundreds of exclusive stores over the past two years, with a focus on new markets.

In the past few months alone, Cricket has opened new stores in Boston; Lima, Ohio; Marshall, Mo.; New Ulm, Minn.; Orangeburg, S.C.; Port St. Lucie, Fla.; and San Antonio, Texas.

Cricket is using the sponsorships to drive store traffic. The company leverages the WWE with partnerships with John Cena, Dolph Ziggler and other WWE celebrities, all of whom visit stores as brand ambassadors.

The telco also uses sponsorship to acquire new customers and retain existing customers through special perks and offers.

Case in point: Cricket will activate HOBE with “skip the line” access, discounts on restaurant and merchandise purchases via the Cricket Rewards smart phone app, consumer sweepstakes and VIP seating upgrades.

“We always strive to improve our customers’ experience and offer unique experiences they wouldn’t get with a competitor. They are our greatest asset in helping spread the word about our value proposition,” said Cindy Rozier, Cricket Wireless assistant vice president of marketing.

“We look for ways to say thank you for being a part of Cricket Nation and provide rewards that correlates with their passions.”  

The HOBE partnership includes a presence at 30 music venues across the country. Assets include interactive photo booths, the Cricket Wireless Concert Series and the Live from the Cricket Lounge livestream series.

Cricket also uses sponsorship in support of its “Something to smile about” tagline. The company activates the Color Run with dedicated race zones at events across the country where participants are splashed with the color green.

“Cricket’s guiding principle is about giving people something to smile about and it’s at the heart of what makes our brand and service special,” said Tiffany Baehman, Cricket Wireless vice president and chief marketing officer, in a statement.

Cricket sponsors a handful of properties at the local level including the State Fair of Texas and last week’s Neon Desert Music Festival in El Paso, Texas. Local deals are typically spearheaded by independent Cricket retailers.