ing directly with local venues and booking the entire tour without the use of local promoters. He generated additional revenue with sky- boxes, bus tours, television appearances, and expanded merchandising efforts. Corporate sponsors-from Volkswagen and Tommy Hilfiger to Anheuser-Busch and E*Trade-were added to the formula along with a heavy dose of cross-promotion between all of the elements to integrate all of the marketing activities. The Steel Wheels tour earned $260 million worldwide, which was a record at the time for any rock concert tour. Since Steel Wheels, the band has grossed over $1 billion on the road with the same basic formula-although it continues to tweak the operations side of the equation. It is the biggest revenue genera- tor of the Rolling Stones organization. Key to the success of Forty Licks was e-commerce financial giant E*Trade, which sponsored and promoted the tour on its web site. From the bands perspective, this let Jagger further his continued personal interest in and support of technology-similar to the giant home-page screen in the No Security tour-and made the band rele- vant among a variety of consumers. E*Trade grabbed the attention of a substantial portion of the Stones target audience, which varied by age but had common financial and net-worth characteristics. Not only do E*Trade customers have enough money to be stock market     investors, they have enough income to be concert ticket buyers. Sponsoring Forty Licks gave E*Trade the opportunity to connect with current and would-be customers at an emotional level and in an entertaining way, telling them "We understand who you are and what you like, and if you like the Rolling Stones, E*Trade is for you." It also allowed the company to position itself by aligning itself with the Rolling Stones image-classic yet contemporary, cool but not trendy, relevant to twenty- to sixty-somethings (a far cry from the fly-by- night images associated with Internet companies of the past). The Forty Licks sponsorship matched companies and market targets extremely well. For E*Trade, the synergy was great enough to with- draw from advertising during the Super Bowl, which had delivered good market demographics but probably not as much bang for the buck as the Stones alignment. The end result of the Forty Licks tour can be measured in quan- tifiable means-from ticket sales and albums sold, not to mention the millions of dollars of merchandise that was sold. Just as impor- tant, however, might be the success achieved in nonquantifiable terms. These include strengthening the bond between the band and its fans, creating new generations of fans, and reestablishing the Rolling Stones brand in the market. Not only does this translate into