Plano, Texas — Huawei Device is sponsoring the upcoming Jonas Brothers Tour — the first time it has backed a U.S. music tour.
The smartphone maker said the sponsorship “complements its global consumer brand strategy and intends to set the stage for upcoming ‘hero’ device campaigns in the United States.”
“This sponsorship of the Jonas Brothers Tour follows a successful experiential campaign, which we kicked off last summer at Taste of Chicago, and the recent announcement of our global consumer brand strategy at Mobile World Congress,” said Michael Chuang, executive VP. “We plan to be a leading smartphone brand in the coming years, with a promise to bring more high-value products to our customers, and this sponsorship is just one of many things we will be doing in the coming months to carry out our promise.”
Huawei Device is also launching a series of customer-driven activities, it said, and a social-media campaign with the JoBro’s participation.
The tour will span 27 cities and begin July 10 in Chicago.