Home » Wiki » Brand Deals » AT&T

AT&T

DIRECTV NOW Brand Ambassador, Touring Partner | 2016-2018

In November 2016, AT&T signed a major, exclusive multi-year, multi-faceted deal featuring performances and content with Taylor. Their partnership ended in November 2018.

As part of the deal with AT&T, Taylor headlined the DIRECTVSuper Saturday Night” 2017 in Houston, the night before the Big Game. She provided fans with the ultimate experience at a custom made 64,000 square foot venue in Houston created especially for this event.

“We’re thrilled to reach a deal to bring Taylor and her unique talents to her fans and our customers in new and exclusive ways,” said John Stankey, CEO, AT&T Entertainment Group. “And we’ve thrilled attendees during the Big Game weekend for the last 11 years with A-list parties and the hottest performing music artists around, so 2017 will be our very best. We’re excited to get event tickets into the hands of Taylor’s fans and exclusive content from the event to our customers and celebrate the combination of one of the world’s biggest artists with one of the world’s biggest sporting events.”

“Super Saturday Night” in Houston was one of many opportunities AT&T and Taylor had teamed up for since the beginning of their partnership.

reputation Era

From 2017 to 2018, the partnership between Taylor and AT&T focused on providing fans with special insights into the making of her sixth studio album, reputation (2017). During release week, AT&T hosted a party in the reputation pop-up shop in New York City, which Taylor and some lucky fans attended. A few months later, Taylor performed an exclusive show for a couple hundred fans in Chicago. On Taylor Swift NOW, fans got to watch dozens of previously unseen Taylor videos, including her reputation making-of series “The Making of A Song“.

End of Partnership

On November 2, 2018, it was announced on DIRECTV NOW‘s Twitter account that their partnership with Taylor had come to and end: “Sadly our contract has expired, but we loved working with Taylor and had a blast bringing her fans exclusive content and experiences.” This also marked the end of the reputation era.

Taylor Swift for AT&T

General Information
Years2016-2018
Eras1989
reputation
Activities of 2017
Chicago Event (2018)