AEG has taken a decidedly sponsorship-centric approach to AXS TV.

Rather than selling spots and dots, the sports and entertainment giant positions the cable TV channel as a sponsor activation platform.

The goal: extend brand messaging beyond venues and live events.

That includes integrating American Express Co. into TV programming from The Grammy Museum, promoting Budweiser during coverage of the Budweiser Made in America music festival and gaining content for Target Corp. from Justin Timberlake’s CD release party.  

“We want AXS TV to be a sponsor megaphone,” said Todd Kline, AEG vice president of sales and partnership innovation, noting that 20,000 consumers may attend a live concert while millions may watch it on TV.

AEG in early 2012 entered the cable TV waters with an equity stake in HDNet, which was rebranded AXS TV later that year. Other investors include Ryan Seacrest Media, Creative Artists Agency, CBS Corp. and Mark Cuban (HDNet founder).

In addition to its own properties, AEG uses AXS TV to amplify other events where its partners have a presence. For example, AXS TV earlier this year captured content from Monster Cable Products, Inc.’s booth at the International CES show for programming that highlighted celebrity appearances at the consumer technology confab.

The show included red carpet interviews with actors (Tyson Beckford, etc.), musicians (Sheila E., etc.) and other celebrities.

“We turned their biggest trade show into news that aired across the U.S,” said Kline.  

The headphone company sponsors 17 AEG music venues and the ticket platform.

Like its approach to music festivals and other properties, AEG takes a “less is more” approach to AXS TV by working with a handful of partners.

“Just like our venues, we don’t want to saturate the environment with corporate partners. We want to work with a select group of companies who share our vision and want to enhance programming,” said Kline.

AXS TV also takes a sponsor-centric approach to servicing, he added, noting that the TV network has two staffers dedicated to fulfillment.