What started as a simple Super Bowl ad campaign tie-in has now become a full-fledged long term partnership deal. Eminem’s BRISK Iced Tea Super Bowl spot was such a huge hit that both Shady Records & Lipton have decided to extend their marketing prowess. In a recently announced deal, the two companies are set to roll out a series of Brisk and Shady Records emerging artist events, which will lead up to a larger scale live music events later this year.

“The folks from Brisk offered Eminem a chance to write his own Super Bowl spot and the opportunity to enter into a unique marketing relationship with Shady Records,” the rapper’s manager, Paul Rosenberg, stated. “It was a great opportunity to do something creative and fun that we couldn’t pass up. Who wouldn’t want the chance to write their own Super Bowl spot?”

It will be interesting to see how things pan out with this deal in the coming months. We all saw how fast the much hyped Jermaine Dupri x TAG Records deal bombed…but let’s hope this partnership can last longer than a couple of months. Just be sure of one thing…Eminem and his roster of artists will be chugging a lot of that BRISK on stage.