Why Tito’s, Southwest and Jack Daniel’s Keep Going Back to Willie Nelson’s ‘Anti-Festival’

Southwest also partners with Luck Reunion as part of its On The Rise program, a contest that supports early-career musicians. Over 80 acts entered the contest this year. Three finalists are chosen from those entrants, each of which are featured in a video in their hometown that highlights their roots, inspiration and style, and then fans vote on a winner through Southwest’s website. Lou Hazel was the airline’s 2024 Artist On The Rise, snagging him a spot on the World Headquarters Stage during Luck Reunion.

“Our customers and employees are passionate about music, and [Luck’s] audience is so built in on music,” Alyssa Foster, head of brand partnerships and entertainment PR for Southwest, said. “We’re really able to weave our branding in a very organic way and hit on some of our messages without being too in anyone’s face, and really just make that nice connection.”

Becoming part of the experience

Tito’s, Luck Reunion’s longest-running sponsor, has been there since the beginning. The Austin-based vodka brand’s name adorns the Saloon, a cozy, two-story building that serves as one of the event’s five stages.

“It’s always about the cocktail and what that experience is like,” TJ Mathias, director of national events at Tito’s, said. “And being a part of an event that’s just inherently cool.”