Apr 15, 2010 at 07:14 PM
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KC Masterpiece Reignites Keith Urban Tour

For the second year in a row, KC Masterpiece Barbecue Sauce is headed back on tour as the headline sponsor of the 23-stop Keith Urban Summer Lovin' 2010 Tour. The tour will visit state fairs, festivals and major arenas starting tomorrow and running through September.

10-time world barbecue champion and head of the Big Bob Gibson Bar-B-Q Cooking Team, Chris Lilly, has been named the official Tour BBQ Pitmaster and will create exclusive recipes, advise on the perfect tour barbecue cuisine and share his grilling expertise with music fans.

"Music, like barbecuing, has a unique communal quality that brings people together," said Urban. "It's that connection that we strive for every night at our shows, which in actuality can start with a fun tailgate party before we even hit the stage."

As part of the sponsorship, KC Masterpiece will host the Keith Urban Backstage Barbecue Experience, which includes concert admission and an exclusive pre-show performance by and photo opportunity with Urban. Starting April 16, fans also will have the chance to win a private barbecue and concert with Urban -- as well as free song downloads and Monkeyville fan club memberships by visiting KCMasterpiece.com through September 6th.

The tour sponsorship coincides with a major packaging redesign, which will reflect the barbecue brand's Kansas City roots.

Activation will center around KC Masterpiece's "Real Deal" brand messaging. Starting May 10th, fans can share why someone in their life is the Real Deal at Facebook.com/KCMasterpiecefor the chance to win Urban concert tickets.

"It doesn't get much more authentic than the combination of great music and barbecue," said Nick Meyer, marketing manager for KC Masterpiece®. "That, to me, is the Real Deal, which is why we are partnering with Keith Urban again this year."

"Delicious, competition-level barbecue is definitely attainable and affordable at home," said Lilly. "I hope my recipes will entice people to slow down this summer and gather around the charcoal grill while jamming to their favorite tunes."