Jan 9, 2005

NASHVILLE (Billboard) - A sponsorship deal between Alison Krauss + Union Station and Cracker Barrel Old Country Store will link the Lebanon, Tenn.-based restaurant chain with the bluegrbutt act for all of 2005.

The alliance, which industry sources value in the high six figures, is for the group's Lonely Runs Both Ways tour, which begins Jan. 12 at the Chattanooga (Tenn.) Memorial Auditorium.

Krauss' manager Denise Stiff says much of the money will be put into tour production, including a year-long bus lease. The combo's only other major sponsorship has been with Martha White Flour.

"This is a natural fit with a product we genuinely love," Stiff said, adding that the deal is a rare commercial endorsement for the group. "We're very selective."

The tour supports Alison Krauss + Union Station's new Rounder release, "Lonely Runs Both Ways," and could include as many as 100 dates during the course of 2005.

As part of the sponsorship, Alison Krauss + Union Station (featuring Jerry Douglas) will perform at least four times this year at the Grand Ole Opry in Nashville. Cracker Barrel has a multi-year sponsorship deal with the Opry, of which Krauss is a member.

Additional elements of the deal include a Cracker Barrel wrap for the tour bus, consumer Web site and Internet promotions, meet-and-greets, promotional tickets, inclusion in TV and print promotions, venue signage and on-site marketing opportunities at all venues hosting performances.