The Co-op has announced it has renewed its music festival sponsorship deal with Live Nation UK for a further five years.
The partnership which started in 2018 will see the retailer stay on as the official supermarket sponsor of Download Festival, Latitude Festival, Reading & Leeds Festivals, Creamfields Festival and the Isle of Wight Festival until 2026.
The Co-op pop-up stores will be found in each event, selling a range of everyday essentials and festival staples. Festivals will also feature the Co-op’s “reverse vending machine” as part of a deposit return scheme to tackle on-site waste from plastic.
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From this year, Co-op members will be able to swipe their membership cards to earn rewards for themselves and community groups, with 2p in every £1 a member spends on Co-op own-brand products donated to the Co-op community fund.
Co-op and Live Nation will also be supporting each other’s designated charity initiatives over the course of the partnership.
“We are very excited festivals are on again and are thrilled to support and be part of Live Nation’s great return to live; we can’t wait to get back,” said Co-op director of marketing experience Amanda Jennings.
“Our stores have become a regular act at the Live Nation festivals now and we know festival-goers have come to rely on us for their essentials and make their festival experience as fantastic as possible.
Live Nation UK president of marketing partnerships Jim Campling added: “Co-op’s presence at our festivals is incredibly important and additive to the fan experience.”
“Since the beginning of our partnership, we’ve seen remarkable customer engagement and participation with the Co-op supermarkets at our events.
