Shakira, Piqué’s longtime associate, helped introduce him to the Sony crew.
Sony Music Latin Iberia has fashioned an alliance with soccer star Gerard Piqué and his Kosmos sports activities and leisure firm to convey artist performances and extra to the newly-transformed tennis Davis Cup.
Piqué, a defender for FC Barcelona, introduced the information at an intimate cocktail reception on the rooftop of Sony Sq. in New York on Thursday (Sept. 5), the place his longtime associate Shakira and Sony Music Leisure CEO Rob Stringer attended. The partnership envisions Tremendous Bowl halftime show-style performances to bookend the Davis Cup by Rakuten, which kicks off on Nov. 18 in Madrid, plus different music-and-sports content material to be introduced down the road.
“We understand that for this competition, if we mix sports with entertainment, the impact is much bigger,” Piqué informed Billboard on the occasion, the place the towering Davis Cup trophy was a centerpiece. “We’re talking about the World Cup of tennis. It will be a big party.”
The information marks Sony’s third partnership in an ongoing, bold dive into sports activities. Sony is the label associate for Messi10, a Cirque du Soleil present premiering in October based mostly on the lifetime of Piqué’s fellow FC Barcelona teammate Lionel Messi. And final month, Sony Music scored a two-year partnership with Fútbol Membership Barcelona to collaborate on initiatives that mix soccer superstars and big-name music artists.
Piqué added that Shakira introduced him underneath the wing of Sony Music Latin, the place she is signed. It was she who launched Piqué to Stringer and Sony Music Latin Iberia chairman/CEO Afo Verde, taking the phrase “power couple” to an entire new degree.
“Sony is very big, but it’s a family at the same time,” he mentioned. “I met Rob, I met Afo, and we had some meetings. I’ve been involved very little in music in my life, but obviously, since I met Shakira, my life has changed.”
The size of Sony’s contract with Kosmos, the place Piqué serves as founder and president, is unclear. But it surely builds on the Kosmos Tennis subsidiary’s latest 25-year, $three billion cope with The Worldwide Tennis Federation (ITF) to radically overhaul the Davis Cup. Beginning this yr, the Cup will probably be determined with an 18-team event in a single week, fairly than over 4 weekend occasions, amongst different modifications, in an try to show the occasion right into a star-studded, festival-like affair.
Piqué says the entire initiative can be an enchantment to younger followers. “We want to go to young people, because they are the future of this sport,” he mentioned. “To bring these kinds of artists, and to be involved with a company like Sony, makes total sense for doing that.”
Kosmos will quickly announce the artists participating within the marketing campaign — and whereas Piqué is retaining the small print underneath wraps, it is secure to say that Sony Latin artists are within the combine.
As for a efficiency from Shakira? “We’re working on it,” he says with amusing. “At the end of the day, what we want is to have the best artists possible, to make this competition as big as possible.”