Live Nation UK (LN) has extended its 15-year partnership with Barclaycard, with a renewed agreement seeing the financial services operation become the headline partner of LN’s Isle of Wight Festival, and LN-owned Festival Republic-promoted Latitude.
The events will be rebranded Barclaycard presents the Isle of Wight Festival and Barclaycard presents Latitude.
The five-year extension also includes partnerships with festivals across the UK, including The Great Escape, Download, Lytham Festival, Camp Bestival and Reading & Leeds.
The new agreement will also see the launch an artist bursary scheme to support five up-and-coming artists each year, while Barclaycard will once again roll out its Amp Stage (pictured) at Live Nation festivals this summer.
Alongside the artist bursary scheme, Barclaycard said it will launch a programme to support up-and-coming chefs and caterers. The programme funds will be awarded annually to five artists and five emerging food businesses to help them adapt and prepare for their future as they transition into the next phase of their careers. Each recipient will receive funding, business advice and mentorship from experienced professionals. The artist programme will kick off at The Great Escape in May, with the food programme launching at the Isle of Wight festival in June.
As part of the deal, Barclaycard said its customers will have access to event pre-sales, on-site perks, and exclusive bars at the LN events.
Live Nation UK president marketing partnerships Jim Campling said: “This exciting new phase of our partnership will not only allow Barclaycard Entertainment to continue to engage their audiences and amplify the fan experience but will also enable us to work together to support the next generation of artists and inspirational food stars at the beginning of their careers.”
Festival Republic MD Melvin Benn said, “With this partnership, Barclaycard is supporting the arts, community and entrepreneurialism through new food and artist programmes – all of which are key themes for Latitude.”
Isle of Wight Festival director Caroline Giddings said,“Each year we look to take this historic festival to the next level and having the support of partners like Barclaycard allows us to do just that. We can’t wait to welcome everyone to the island in June.”