A nonprofit organisation that aims to encourage people to think about retirement finances has announced that it was the sole sponsor for the Rolling Stones' upcoming 'No Filter' tour.
The Alliance for Lifetime Income organisation hopes to gain exposure to 1.5 million concert attendees and 24 million social media followers across the tour, believing that many of them have "investable assets".
"One of the things about today is that people age and continue to live life to the fullest but don't think about retiring. We started talking to the Stones in June 2018 and jumped on the chance to be their tour sponsor. It was a dream come true... It was a way to get 100 per cent coverage of our target audience," said The Alliance for Lifetime Income's executive director, Jean Statler.
The alliance was formed from more than 20 financial businesses, and instead of recommending specific products, it mainly aims to raise awareness of funding retirement.
Statler said that members of the Rolling Stones' crew would be featured as examples of those who should be thinking about retirement. While the band itself won't be part of the campaign, it was on board to support the project and came up with a deal that cost "far less" than usual corporate sponsorship agreements.
"I think we're breaking through barriers here because we've co-branded with the Stones signage, and just by them allowing us to talk to more people, we're able to better help address the societal crisis of people outliving their money. I understand Bob Dylan is touring next year. Who knows?" said Statler.