AT&T Entertainment Services will provide cross-media content — online, via mobile, and on TV — for Tim McGraw's "Swampstock" music  festival and Neighbor's Keeper Foundation charity fundraiser, according to a press release.

As sole sponsor, JPMorgan's Chase Card Services will become AT&T Entertainment Services' first three-screen advertiser. This also marks the first major content and advertising deal through AT&T Entertainment Services.

Swampstock is an event held in Tim McGraw's hometown of Rayville, La., with proceeds benefiting local charitable endeavors through Tim McGraw and Faith Hill's Neighbor's Keeper Foundation.

There will be a channel dedicated to the event for AT&T Broadband TV subscribers. Additionally, behind-the-scenes footage of the event will be available to AT&T wireless customers as well as to online visitors to AT&T blue room. AT&T will also launch an online auction of signed McGraw memorabilia with proceeds benefitting the Hill's foundation at Charitybuzz.com.