Access All AreasFestival Republic has signed a naming rights agreement with Swedish fintech Klarna for its 40,000-capacity Latitude Festival.
The payment services provider has entered into a multi-year collaboration with the Suffolk festival, launched by Melvin Benn in 2006.
Set to take place at Henham Park near Southwold from 24-27 July with headliners including Sting, Fatboy Slim and Snow Patrol, this year’s Latitude will be the first major UK festival sponsored by Klarna.
As headline sponsor, Klarna will have prominent branding throughout the festival site and deliver major on-site activations. With up to 40,000 attendees expected each day across four days, Latitude gives Klarna a powerful opportunity to connect with an experience-driven audience.
Benn said, “Through our partnership, we’ll continue to offer flexible payment options, making it easier for fans to plan and enjoy the experiences they love. Klarna’s innovative approach aligns perfectly with Latitude’s spirit and together we’re excited to create unforgettable moments for festival attendees.”
“Klarna is all about helping people spend smarter – whether that’s budgeting for unforgettable experiences like festival tickets or finding great prices on the outfits and equipment to go with them,” said Klarna head of Western and Southern Europe Raji Behal. “Latitude and Klarna are a match made in musical heaven, and we’re excited to bring our bold energy to the festival and create standout moments for festival-goers all weekend long.”