Co-op extends Live Nation festival sponsorship for five years
Co-op has renewed its sponsorship of several Live Nation music festivals for a further five years.
Started in 2018, the partnership allows the convenience retailer to run pop-up stores at the events so that festival goers can access its own-brand and branded food and drink ranges within the traditional festival setting.
Subscribe to TRBSpanning an average of 6,000 square feet, the shops stock over 300 products including everyday essential grocery items.
The five-year extension means the retailer will remain as the official supermarket sponsor of Download Festival, Klarna Presents Latitude Festival, Pepsi Presents Reading & Leeds Festivals and Pepsi Presents Creamfields Festival until 2031.
Co-op’s festival offering has evolved since 2018 with the launch of lower prices for Co-op members and the extension of the product ranges to meet more varied festival shopping missions.
Nuala Donnelly, head of partnerships and events at Co-op, said: “Our pop-up stores have rewritten the rules when it comes to accessing grocery essentials at festivals and changed consumer behaviour in terms of stocking-up on food and drink pre-event, helping festival goers to lighten their loads as they travel from home to the festival campsite.”
Co-op has also used its involvement to recruit new members aged 25 and under. Recent data from the retailer shows that 70% of all new Co-op member sign-ups during the festival season were from people under the age of 25.
Donnelly said: “Importantly, for Co-op, our partnership with Live Nation UK has enabled us to engage with a new younger audience and we’ve now become part of their festival experience year after year.
“It’s a unique opportunity to recruit new members but also help shoppers to reappraise the quality of our own-brand food and showcase how we can successfully serve the varied needs of communities, even those that are in fields, with ease.”
