JCB partners with rock legend Joe Walsh and VetsAid to rock & rebuild
July 13: London saw the announcement of a special long-term partnership between JCB and multi-GRAMMY award winning musician and Rock and Roll Hall of Fame inductee Joe Walsh and his charity and annual benefit festival, VetsAid. JCB has pledged $250,000 to VetsAid to kick-off the partnership!
Inspired by Alice and Ann's eight-year-old son Otis, a monster truck enthusiast himself
Inspired by Alice and Ann’s eight-year-old son Otis, a monster truck enthusiast himself, Joe sought to capture the excitement of a child and the raw energy of monster truck action in his composition, ‘Dig It’. Joe’s song represents the start of the creative partnership between JCB and his charity VetsAid. JCB, one of the world's largest privately-owned manufacturers of construction and agricultural equipment, often deploys its machines in war-torn regions, playing a crucial role in the rebuilding process after conflicts.
Recognising their shared values and goals, Alice Bamford and Ann Eysenring of the JCB family company, reached out to their friends Joe and Marjorie Walsh and devised the partnership which will raise awareness and funds for U.S. veterans through the power of rock and the transformative process of rebuilding.
About VetsAid
Founded in 2017 by musician Joe Walsh and family, VetsAid is a national 501(c)3 non-profit organization and benefit music festival, held in a different American city each year and benefitting the surrounding veteran population, to raise funds and awareness for the ever urgent and significant needs of returning servicemen and women to their families and civilian life. To date, VetsAid has disbursed more than $3.3 million directly to veterans service groups of all sizes on the ground across the United States with proven records that provide myriad types of care for veterans and their families.
Monster Jam
The creative partnership was launched at Monster JamTM at the London Stadium on Saturday, July 13 with the official premiere of "Dig It" – an original anthem by Joe Walsh, which also features Joe’s brother-in-law Ringo Starr on drums. The new anthem was played when the JCB DIGatronTM truck entered the arena.
As part of this partnership ‘Dig It’ will be used as the signature track for the JCB DIGatronTM. Monster JamTM is an international competition that sees world-champion athletes and their 12,000-pound trucks compete in a series of speed and skill tests. This year’s competition featured the international debut of the JCB DIGatronTM.
Next up, supporters can also look out for limited-edition merchandise, a special DIGatronTM toy and even a limited edition JCB machine, with a percentage of sales benefiting the non-profit organisation.