Lyft gets exclusive pickup zone as Sphere’s rideshare partner

Sphere has inked a multiyear marketing deal with ride-hailing giant Lyft, naming it the official rideshare partner of the immersive arena.

The deal, announced Wednesday, includes adding Lyft signage inside and outside of Sphere and a creating a dedicated pickup and drop-off zone in the arena’s rideshare lot.

“At Sphere, we welcome guests from around the world, offering brands unparalleled opportunities to connect with a global audience,” Marcus Ellington, executive vice president, ad sales and sponsorships at Sphere, said in a statement.

“Lyft has built one of the most widely used rideshare platforms, connecting people to the places and experiences that matter most to them,” he said. “This partnership provides Lyft meaningful visibility across Sphere’s global platform while extending best-in-class services to our guests.”

As part of the deal, Lyft will also receive brand exposure at events at Sphere, including during musical act residencies held at the more than $2 billion facility.

“Sphere is redefining what live entertainment can be, and we want getting there to feel just as extraordinary and joyful to our customers,” Jordan Glassberg, vice president of Partnerships for Lyft, said in a statement. “This partnership puts Lyft at the center of that journey from the moment someone requests a ride to the moment they walk through Sphere’s doors, we’re focused on making it seamless, safe, and genuinely exciting.”

Sphere also has a deal with autonomous vehicle company Zoox and named it the official autonomous ride-hail partner of the arena.