Screaming fast WiFi, 8,000-square-foot video screens, the ability to order drinks and have them delivered to your concert seat with the push of a button – Cisco is constantly looking for ways to demonstrate its best-in-class technology through crowd-pleasing pop culture partnerships.

We helped the technology brand turn it up to 11 with music giant Live Nation implementing engaging experiences that harnessed the power of entertainment and showed concertgoers the quality of Cisco’s data, networking and security products.

Our teams negotiated partnerships with music’s biggest acts, including One Republic, U2 (Joshua Tree Tour) and Justin Timberlake (Man of the Woods tour).

Our Approach

Together, Live Nation & Cisco created unique and memorable experiences for their consumers.

We made sure the Cisco brand was is in the right place, at the right time to leverage the passion fans have for music. Our data-driven approach ensured Cisco partnered with music’s biggest acts, and that artists met Cisco’s objectives and hit their target audiences. The Rogers & Cowan team brings +30 years of experience and relationships in the music industry to the negotiating table. We manage rights and assets with an unrivaled understanding of major global music acts.

The Live Nation partnership enabled Cisco guests to enjoy a unique experience which included early access to venues, premier tickets, pre-show hospitality, and backstage tours. We reached 1.2 million music fans across social and digital media activations, hosted more than 1,500 customers in 32 countries, and helped contribute millions to the Cisco sales pipeline. Additionally, co-branded content generated more than 3 million views and delivered 54 million Impressions.


We helped to contribute millions to the Cisco sales pipeline.


Music Fans


Customers hosted
in 32 countries