Sphere Names Lyft Its Official Rideshare Partner in Multiyear Deal

Lyft has entered a multiyear marketing partnership with Sphere in Las Vegas, becoming the entertainment venue’s official rideshare partner.

The agreement will give Lyft a visible presence throughout Sphere, including branding on digital displays inside the venue and signage positioned on the property’s exterior. The partnership also establishes a designated Lyft pickup and drop-off location in Sphere’s rideshare lot.

Guests using Lyft to travel to Sphere will have access to in-app directions designed to help them locate the venue’s rideshare area and navigate the pickup and drop-off process. The transportation company’s branding will be featured during a range of events hosted at Sphere, including concerts, artist residencies, Sphere Experiences and other major programming.

Additional advertising placements included in the agreement will feature Lyft branding on Sphere’s in-venue IPTV network, as well as signage throughout the venue’s rideshare area. The arrangement gives Lyft exposure to visitors attending events at the Las Vegas Strip destination.

Marcus Ellington, executive vice president of ad sales and sponsorships at Sphere, said the agreement brings together Lyft’s transportation services and Sphere’s international audience.

“Lyft’s transportation network and Sphere’s ability to reach visitors from around the world make this a natural partnership,” Ellington said. He added that the agreement is intended to expand Lyft’s visibility while helping improve the rideshare experience for people visiting the venue.

Jordan Glassberg, Lyft’s vice president of partnerships, said Las Vegas represents a significant market for transportation tied to live entertainment and travel.

“Las Vegas is one of our most active markets for travel connected to concerts and other live events,” Glassberg said. According to Glassberg, Lyft will work to make trips to Sphere easier and safer, beginning when customers request a ride and continuing through their arrival at the venue.

The partnership also adds Lyft to Sphere’s expanding roster of commercial relationships. The venue has established partnerships spanning advertising, entertainment and consumer brands as it continues to develop its presence in Las Vegas.

Sphere opened its first venue in Las Vegas and has expanded its plans beyond Nevada. The company has announced projects for additional Sphere venues in Abu Dhabi and National Harbor, Maryland.