In a new multi-year partnership announced Thursday, Top 40 supplier Gildan (asi/56842) is now the official printwear partner to Live Nation across 16 of the global entertainment entity’s music venues and six of its music festivals. The partnership will feature Gildan’s American Apparel brand.

Live Nation properties that Gildan will be the official partner for include BottleRock, Bonnaroo, Rolling Loud, HARD Summer, Mala Luna and EDC Orlando. Under the agreement, Montreal-based Gildan has promotional and marketing rights related to these venues and events in the broader consumer channel across North America.

“We are excited to partner with Live Nation,” said Jeffrey Cooper, vice president of marketing at Gildan Activewear SRL. “Music is a passion point for our consumers and the live music experience provides us a unique and tremendous opportunity to connect with fans right across the U.S.”

The partnership kicks off Memorial Day weekend at the BottleRock Music Festival in Napa, CA. American Apparel will be there in force, a presence that will include VIP experiences, consumer-facing promotions, on-site activations, integrated social media campaigns and more.  

“As a trusted supplier to our merchandising teams, we are thrilled that Gildan has chosen to partner with Live Nation and leverage our scale to introduce the American Apparel brand to our fans during powerful live moments,” said Shavonne Dargan, SVP of Live Nation Media & Sponsorship.

Added Gildan in a statement: “The partnership further strengthens Gildan’s position as a preferred vendor to Live Nation, and at these festivals consumers will be able to capture the rich memories of these live experiences across a range of American Apparel’s iconic collection of tees, tanks and hoodies.”

Gildan acquired American Apparel’s brand and certain assets for $88 million in 2017.