Oak View Group Partners With Independent Artist Group

The sponsorship and brand partnership deal lets Oak View Group offer touring artist assets to brand partners across North America.

Updated on Nov. 2, 2026 in Music — General

Isometric editorial illustration of stacked black road cases on a loading dock with one open case showing cable bundles and a truck door at the edge. — Oak View Group agreed Monday to sell sponsorship and brand partnerships for touring artists booked by Independent Artist Group across North America. AI Illustration. Upload story photo >

Oak View Group announced on Monday an agreement with Independent Artist Group to provide sponsorship and brand partnership services for IAG-booked touring artists. The deal makes IAG artist touring and music assets available to brand partners through Oak View Group's North American sponsorship sales network.

Why it matters

The agreement expands how touring artists can monetize partnerships by connecting IAG's talent roster with Oak View Group's sponsorship sellers. It comes after the U.S. Department of Justice ordered Live Nation to end its ticketing agreement with Oak View Group earlier this year.

Oak View Group was founded in 2015 by Irving Azoff, Tim Leiweke, and Dan Griffis and operates as a venue development, management, hospitality, and sponsorship sales company. The announcement does not disclose financial terms, deal values, or the specific artists and tours covered by the partnership.

The players

Oak View Group

Oak View Group is a venue development, management, hospitality, and sponsorship sales company founded in 2015 by Irving Azoff, Tim Leiweke, and Dan Griffis.

Independent Artist Group

Independent Artist Group is a talent representation agency with clients across film, television, music, comedy, literature, media rights, production, branding, and digital media.

The details

Under the agreement, Oak View Group's sponsorship sellers across North America will work with IAG's Brand Partnership division to identify cross-promotional prospects and branding deals. Deal types include title sponsorships, artist sponsor presales, brand engagements, fan activations, and meet-and-greets, with Oak View Group operating as an independent contractor for IAG-booked tours.

Earlier this year: The U.S. Department of Justice ordered Live Nation to terminate its ticketing agreement with Oak View Group.
Monday, November 2, 2026: Oak View Group announced its agreement with Independent Artist Group.

Industry Dynamics

The partnership follows the U.S. Department of Justice's order that Live Nation terminate its ticketing agreement with Oak View Group earlier this year. It reflects Oak View Group shifting its business toward sponsorship sales as touring artists seek new brand revenue streams.

Fans may see brand-sponsored presales, fan activations, and meet-and-greets tied to IAG-booked tours as the partnerships roll out. The announcement does not specify which tours or artists will be affected first.

The takeaway

Touring artists are increasingly turning to sponsorship and brand partnerships as a revenue stream, and fans should watch for branded presales and activations on upcoming tours. The deal shows how talent agencies and venue companies are combining services to offer brands access to artist audiences.