B2B Brands Like Cisco, Salesforce, and Workday Take Center Stage at BottleRock
This year’s BottleRock Napa Valley Festival made one thing clear: live music is becoming the new boardroom for B2B brands.
As fans poured into wine country for a weekend of world-class food, drinks, and performances from headliners like Green Day, Justin Timberlake, and Noah Kahan, B2B brands were right there with them—ditching the trade show floor and showing up where real connection happens.
For brands like Salesforce, Cisco, and Workday, live music is more than a backdrop. It is a business and marketing strategy. From elevated hospitality spaces to creatively branded experiences, they met decision-makers in an environment built for conversation, culture, and connection.
Here’s a closer look at how some of today’s leading B2B brands are turning to live music to build relationships that last.
Cisco
Cisco didn’t just power the BottleRock experience—they elevated it. Fans stayed connected with free Wi-Fi across the grounds, while Cisco’s tech worked behind the scenes to keep festival operations running smoothly. Near the culinary stage, they added a flavorful touch—serving up geo-targeted recipe cards in partnership with Williams Sonoma, delivered to fans in real time based on their location. And with their Vixi Live activation, fans also got to see themselves on the big screen between sets.
But this wasn’t just about the fans. For the second year, Cisco used BottleRock as a backdrop for business, bringing together top decision-makers for offsite conversations, culinary moments, and intimate artist performances.
NetJets
BottleRock continues to be a top destination for NetJets —and in 2025, they took things to new heights. NetJets returned with an expanded presence, welcoming even more customers into their suite experience. Inside, guests enjoyed elevated hospitality with thoughtful branded touches like blankets, hats, coasters, and more.
Salesforce
Salesforce took over downtown Napa to kick off BottleRock weekend, proving that live music is the new power lunch. Across three curated spaces, the brand brought clients together for a high-impact mix of culture and conversation—artist performances, culinary pop-ups, and executive panels just steps from the festival.
And once gates opened, they kept the momentum going at the festival with a private suite experience and daily brunches featuring pop up artist sets and meet-and-greets with Sofi Tukker, Allen Stone, and DRAMA. It was a masterclass in blending business with BottleRock—and making every client moment count.
Workday
Workday made a big first impression at BottleRock, becoming the festival’s first-ever partner for the suite experience. Inside their private space, clients and business partners were treated to a relaxed, premium setting made for real connection and good conversation over great music.
But the magic didn’t stop there. They started the weekend in downtown Napa with an offsite brunch complete with stripped-back acoustic sets from Grace Bowers & the Hodge Podge. Proof that when B2B brands show up live, it doesn’t have to look—or feel—like business as usual.
Prudential
From unbeatable views on their deck to elevated hospitality in a private suite, Prudential delivered all-weekend access in true VIP fashion. Inside the Prudential Retreat, the brand created a space that felt polished yet inviting—perfectly in tune with the festival’s laid-back premium vibe. Out in GA, they brought something unexpected: a very special artist partnership with a live demonstration.
From curated lounges to seamless connectivity and standout hospitality, B2B brands left their mark on BottleRock Napa Valley. These weren’t just activations; they were moments that sparked conversation, deepened relationships, and redefined what connection can look like when business meets live music. To learn more, contact sponsorshipcommunications@livenation.com.
