Australian independent media agency, Habitat M, has brokered a celebrity partnership between pop icon Katy Perry and client, Snaffle. The e-commerce newcomer will be the official tour partner for Perry's upcoming 'The Lifetimes Tour'.

Snaffle is an e-commerce platform specialising in flexible payment options for Australian consumers. The partnership was orchestrated by Habitat M’s Co-founders Sam Brownbill and David Ross. The collaboration aims to enhance consumer loyalty and increase market share in a competitive landscape.

Paul Winslow, CMO at Snaffle, expressed his excitement about the partnership and the opportunity to align their brand with a global superstar.

"It's a real thrill and is evidence why Snaffle and Aspire42 placed our faith in them to become our media partner. Everyone at Snaffle is delighted we’re the naming rights partner as Katy Perry gets her strut on again in Australia. It’s a great opportunity to align our brand with a global superstar who encapsulates the confidence of Snaffle shoppers in getting what they want when they want. We’re particularly excited about announcing a series of exclusive activations offering fans memories that will last Lifetimes."

As the official partner of Katy Perry’s 'The Lifetimes Tour', Snaffle will host a series of exclusive ticket giveaways and VIP experiences for its customers, further enhancing the brand's customer engagement and loyalty. The partnership followed what's been described as a highly competitive and time-sensitive pitch process.

"Unexpected partners and unconventional matches are exactly what modern, digitally-lead consumers are looking for. To earn the competitive edge, emerging brands need to get creative, and be willing to think way beyond the outside of the box," Sam Brownbill, Head of Media at Habitat M, stated.

David Ross, Habitat M’s Head of Growth, echoed this sentiment, saying, "this partnership will not only enhance Snaffle’s marketing reach and brand recognition but also push the boundaries of how brands can genuinely engage with their customers in a highly competitive and increasingly fragmented media landscape."