Full Em-bracelet: Boston’s House of Blues signs sponsorship deal with lifestyle brand Alex and Ani


The House of Blues in Boston is now presented by… Alex and Ani?

The Lansdowne Street live music venue yesterday announced a sponsorship deal with the Rhode Island-based lifestyle brand and jewelry company in what was described as a “multi-year” deal. Financial terms were not disclosed.

According to a presser, Alex and Ani “will collaborate with the venue through its unique Entertainment division, which works closely to integrate music and entertainment across all channels of the brand experience while maintaining the message of positivity.” The Providence Phoenix reported in September that Alex and Ani had signed sponsorship deals with a host of clients, including Newport Folk Festival, Newport Jazz Festival, the Boston Red Sox, and the cheerleading squads of both the New England Patriots and Boston Celtics, but this deal with the House of Blues presents its first “presenting” sponsorship in a specific music venue.


So what does this mean, exactly, for the 2,425-person capacity live music venue? A lot of various things, though it’s unlikely they’ll go from paper 21+ wristbands to metal ones.

The newly formed relationship allows Alex and Ani exceptional branding exposure, which will include logo inclusion throughout the venue space, an exterior billboard facing Mass Pike, and the naming of the Foundation Room Presented by Alex and Ani, as well as the Outside Deck as the “Positive Energy Patio.” Additionally, the sponsorship will include online digital integration and branded video commercials that will air pre-show during each concert hosted at the House of Blues.

The deal is not known to have any effect on the bookings at the House of Blues. Among the room’s upcoming shows are Broken Bells tomorrow night, George Clinton & Parliament Funkadelic on Friday, and the Glitch Mob on March 12.


The Dropkick Murphys will perform five shows between March 13 and 16 — so get your green bracelets ready.


And here’s the image the House of Blues sent out with yesterday’s news:

HOB Alex