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Largest music festival sponsors in North America 2017

As of August 2017, 51 percent of music festivals with a sponsor in the beer category reported a partnership with an Anheuser-Busch brand, making the company the most active sponsor of music festivals in North America at that time. Uber was the second most active sponsor, with 21 percent of properties having reported a partnership with the transportation service.

Music festival sponsorship

The festival industry is a big one for brands – music sponsorship spending in North America amounted to over 1.6 billion U.S. dollars in 2018. Brands sponsor festivals in return for serious amounts of exposure, and with hundreds of thousands of tickets sold for music festivals all over the world, sponsors are guaranteed a large audience.

Before taking the leap into festival sponsorship though, many brands may ask themselves whether or not such a move would be worth the risk. Given that music festivals are popular among Millennials and many advertisers consider this demographic to be one of the most lucrative, the chances of success are good. Millennial consumers are generally engaged with advertising and brands, and utilize social media as means of keeping up to date with both.

Data shows that in the U.S. more Millennials than any other age group purchased products after seeing an ad on social media, and sites like Facebook are increasingly serving sponsored ads to key target groups for major annual events like Lollapalooza in order to promote tickets and package deals. Sponsors can do the same, and brands frequently publish content on social networks informing their followers of their participation in upcoming events. This mutually beneficial method of promoting a partnership can draw significant amounts of engagement, giving brands the chance to interact with existing and potential customers before the event even takes place.

Most active sponsors of music festivals in North America as of August 2017, by share of sponsorship

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Release date

August 2017


United States

Survey time period

August 2017

Supplementary notes

Read as: 'Fifty-one percent of properties with a sponsor in the beer category report a partnership with an Anheuser-Busch brand.'

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