Kubota Partners with Post Malone for Tour and Property Equipment Needs

Kubota Tractor Corp. just landed its most high-profile music partner yet — and he’s not from the usual country playbook. Global music star and Grapevine native Post Malone is teaming up with the equipment maker for a dual-purpose partnership:

• He’ll use a fleet of Kubota machines on his sprawling property
• Kubota will sponsor his Travelin’ Tailgate fan experience at 10 stops on his 2025 stadium tour

The partnership features Kubota equipment such as two L6060 compact tractors, an LX2620 compact tractor and an SSV75 skid steer loader, all chosen to help maintain Malone’s estate. The collaboration also brings Kubota’s brand into the national spotlight in a nontraditional format — the Travelin’ Tailgate — a pre-show fan fest with music, booths and branding opportunities. At each stop, fans can explore Kubota equipment in person and enter a sweepstakes that benefits the Farmer Veteran Coalition. For every sweepstakes entry, Kubota will donate $1 to the nonprofit (up to $10,000). From the press release:

“We’re thrilled to welcome Post Malone to the Kubota Country family,” said Theresa Duncan, Associate Director for Marketing and Advertising at Kubota Tractor Corporation. “This exciting partnership showcases the versatility of our equipment while connecting us with Post’s passionate fanbase. We can’t wait to join the Travelin’ Tailgate Tour and share the Kubota experience with music lovers nationwide.”

Country Roots Run Deep

While Post Malone is best known for genre-blending hits, this move isn’t too far afield for Kubota. In fact, the company has been courting the country crowd for over a decade. Kubota’s past musical roster includes:

• Blake Shelton: The country icon has toured with Kubota as a presenting sponsor for his Back to the Honky Tonk Tour, offering sweepstakes tickets, VIP experiences and Kubota gear giveaways.
• Brantley Gilbert: Kubota partnered with Gilbert and the Farmer Veteran Coalition to surprise veterans with new equipment as part of its “Geared to Give” program.
• Gord Bamford: In Canada, Kubota teamed up with this award-winning country artist on his Honkytonks & Dive Bar Tour, featuring cobranded merch and appearances at dealerships.
• Alan Jackson: Back in 2015, Kubota signed on to sponsor Jackson’s 25th anniversary tour, its first major foray into the music world.

Why Music, and Why Now?

Kubota’s equipment is built for landowners, farmers and rural professionals — and country music fans are a natural audience. These are people who work the land during the day and head to the amphitheater by night. Partnering with artists who resonate with rural America makes sense for a brand that sells tractors, skid steers and mowers. But with Post Malone, Kubota is expanding its musical range. Malone’s personal connection to Grapevine — Kubota’s U.S. headquarters — makes this pairing feel authentic despite the star’s pop-rap origins. Plus, his recent country-influenced releases show that he’s not afraid to get a little dirt on his boots. This partnership also gives Kubota something every equipment brand craves: cultural relevance. By aligning with an artist who bridges multiple genres, Kubota gets a broader audience without abandoning its roots.

Final Chord

From hayfields to headliners, Kubota is fine-tuning its marketing with a growing setlist of musical partners. With Post Malone on board, the brand steps into stadiums and signals it’s ready to play on a bigger stage. Whether it’s a tractor on the farm or a tailgate outside a concert, Kubota’s got a guy for that — and now, that guy might just be wearing a cowboy hat and singing Sunflower.

Keith Gribbins is publisher of Compact Equipment.