Atlas Experiences Expands Country Music Partnerships with Dierks Bentley to Deliver an Exclusive Player Experience for Arizona Lottery’s 45th Anniversary
Atlas Experiences, a leader in premium player engagement and experiential rewards, today announced a new partnership with country music superstar Dierks Bentley and the Arizona Lottery to produce an exclusive, private concert as part of the lottery’s Country Cash with Dierks Bentley promotion to celebrate its 45th anniversary.
The collaboration further expands Atlas Experiences’ growing portfolio of entertainment collaborations, which includes successful campaigns with artists such as Luke Combs, Darius Rucker, and Martina McBride. Through premium entertainment partnerships and immersive fan activations, Atlas Experiences continues helping lottery and gaming brands create high-impact experiences that generate stronger emotional engagement, social amplification, and brand loyalty.
As part of the promotion, Atlas Experiences will produce a fully integrated promotion featuring a private concert with Arizona native Dierks Bentley, a live $45,000 game show developed in partnership with The Famous Group, and a private buyout of Bentley’s iconic Whiskey Row venue in Gilbert, Arizona. The experience will culminate in an intimate private concert and VIP meet-and-greet created exclusively for Arizona Lottery players and winners.
"No matter where I live or what state I'm playing in, Arizona will always be home," Bentley said. "Getting the chance to do something fun like this for the hometown fans is a blast. We're going to have a great night of music, make some memories and hopefully help turn a little gravel into gold for one lucky fan.”
The collaboration reflects growing demand among brands and loyalty-driven organizations for experiential rewards that create deeper emotional connections with audiences.
“This partnership represents exactly what Atlas Experiences is built to do: bringing together iconic brands, world-class entertainment, and memorable experiences,” said Derek Gwaltney, Founder and CEO of Atlas Experiences. “Working alongside Dierks Bentley and the Arizona Lottery allows us to deliver something truly unique for players while continuing to show the value experiential rewards bring to both brands and their audiences”
For the Arizona Lottery, the Country Cash with Dierks Bentley promotion combines live entertainment, exclusive access, and winning moments as part of the Lottery’s 45th anniversary celebration.
“At the Arizona Lottery, we’re always looking for exciting new ways to engage and reward our players, and Country Cash brings that to life through immersive music experiences,” said Alec Thomson, Executive Director of the Arizona Lottery. “Partnering with Atlas Experiences and Dierks Bentley allows us to give winners exclusive access to unforgettable moments while continuing to deliver fun, entertainment, and meaningful impact for Arizona communities.”
As lottery and gaming organizations increasingly prioritize experiential rewards and entertainment partnerships, Atlas Experiences continues to lead the evolution of experience-based promotions.
About Atlas Experiences
Atlas Experiences, an experiential marketing leader and trusted partner to brands and organizations—transforming how they connect with consumers and employees through immersive, story-driven, unforgettable live “winning” experiences that inspire and engage.
About Arizona Lottery
Since 1981, the Arizona Lottery and its retail partners have generated more than $5.9 billion in net funding to support programs that help to improve the quality of life for the people of Arizona. Proceeds from Lottery ticket sales fund programs in higher education, economic development, environmental conservation, and health and human services. The mission of the Lottery is to support Arizona programs for the public benefit by maximizing net revenue in a responsible manner. Learn more at ArizonaLottery.com.
About Dierks Bentley
After more than 20 years on country’s family tree, Bentley’s newest album BROKEN BRANCHES follows eight No. One albums, 22 No. One songs and over 9.5 billion global streams, plus 15 Grammy nominations and membership in the historic Grand Ole Opry. On his current OFF THE MAP TOUR, Bentley continues to bring his “anthemic energy” (Country Central) and “top-flight musicianship” (Billboard) to venues across the country with the support of legendary Ricky Skaggs & Kentucky Thunder and Kaitlin Butts, along with up-and-comers Cole Goodwin, Owen Riegling and the Mountain Grass Unit on select dates. Bentley launched the Broken Branches Fund last year, a multi-year initiative in partnership with Music Health Alliance to provide mental health support for the music industry’s creative and touring professionals. Bentley is continuing the path built from the ground up. As an entrepreneur, he has four locations of the gastropub and live music venue “Dierks Bentley’s Whiskey Row,” a Flag & Anthem lifestyle collection "Desert Son,” and most recently launched ROW 94, a Kentucky Straight Bourbon Whiskey crafted with only “three ingredients and the truth” at Kentucky’s Green River Distilling Co. For more information and for a full list of upcoming tour dates, visit Dierks.com.