Access All AreasMedia and entertainment group Global has revealed Vodafone as the headline sponsor of Hideout Festival.
The sponsorship of Vodafone UK is the first cross-media partnership for Global’s Hideout Festival that takes place 26–30 June.
The Croatian festival is an electronic music festival that has an increasing growth with 20,000 people set to attend for 2017. The festival features 140 artists over five days and night.
“We are now the second largest festival operator in the UK with a portfolio of celebrated festivals. This coupled with our broadcast and digital reach to an audience of 30 million people every week and our expertise and talent access, means we have a truly unique offering for brands,” said Mike Gordon, Global’s chief commercial officer.
This deal marks the first time a brand has tapped into this opportunity. Vodafone will both activate and amplify its sponsorship through our brands and events in a way that has never been done before. Vodafone is the ideal partner for Hideout Festival, building on our long-term partnership including the iconic Capital’s Summertime Ball with Vodafone.”
After the initial acquisition of Broadwick Live two years ago, Global is now the second largest festival operator in the UK. The group now owns Victorious Festival, Festival No. 6, South West Four, Field Day, Boardmasters, Y Not, Truck Festival and Transition, with interest in Lost Village and Standon Calling.
Caroline Welsh, head of marketing communications at Vodafone UK added: “Our partnership with Global has driven some fantastic customer engagement over the last few years so we’re really pleased to be partnering with them again. Hideout Festival gives us the perfect opportunity to speak to our audience.”