Josh Mendleson has worked in the Sponsorship Department for Live Nation for nearly 10 years across several key categories: Wireless, CPG, Beer and more. Most recently overseeing the transformation of Toronto’s iconic venue by the lake, the Molson Canadian Amphitheatre, into the Budweiser Stage. Working at the cross-section of Brand, Promoter, and Fans, Josh Mendleson has seen the music sponsorship industry mature. As fan engagement has increased around the live event, so too has brand engagement and as a result bands have been far more receptive to collaboration.