Case IH is partnering with Lee Brice, American country music singer and songwriter, as its newest brand ambassador. In celebration on Sept. 1, Case IH will present Lee Brice in concert, co-sponsored by Farm Progress Show, where Brice will debut his brand-new song “Farmer” in support of Case IH’s Built by Farmers campaign.

“‘Farmer’ is all about elevating the farming profession by painting a picture of the hardworking individuals and whole families — even generations of families — who dedicate so much of their time, resources, energy and lives providing for us all. The song is a celebration of the tireless and often unacknowledged work that goes into keeping families across America fed.”

Brice said.

“Farmer” celebrates producers as one of the noblest professions in the world. Brice’s song looks to elevate the farming profession by recognizing the hardworking individuals who dedicate their lives to producing energy, fibers and food for the world’s population.

The new song reinforces the mission of Case IH’s Built by Farmers brand campaign, which highlights the deep ties between Case IH employees and their collective farming backgrounds. Case IH’s employees and their families farm nearly 1 million acres of land across North America. It is this passion for the industry that drives the company to design, engineer, build and support equipment and system solutions that meet producers’ needs.

“Case IH is passionate about helping producers make the most out of every season, because we are in fact farmers ourselves. We’re thrilled to partner with Lee Brice, who, as a farmer and singer/songwriter, shares the same commitment and devotion to our nation’s producers. Our ongoing partnership will continue to give farmers the recognition they deserve as our nation’s top essential industry.”

says Scott Harris, Case IH vice president of North America.

The partnership with Brice features a variety of elements, including “Farmer;” a Farm Progress Show concert; merchandise branded with Case IH and Lee Brice logos; social media sweepstakes and giveaways; branded content; a private performance; and ongoing support of our nation’s farmers.

The Farm Progress Show will be held Tuesday, August 31, through Thursday, September 2, in Decatur, Illinois. General admission tickets to the Farm Progress Show on Wednesday, September 1, will include entry to the Brice concert presented by Case IH. The opening act starts at 5:30 p.m. CT.