Vodafone has been announced as the new headline sponsor of Global’s Hideout Festival in Croatia.
The sponsorship is the first cross-media partnership for one of Global’s festivals, with activity at the festival amplified through Global’s media brands Capital and Capital XTRA.
The festival, held from June 26-30, features 150 artists over five days and nights. This year’s line-up includes Stormzy, Diplo, Jamie Jones, Eats Everything and Major Lazer.
“We are now the second largest festival operator in the UK with a portfolio of celebrated festivals," said
Mike Gordon, Global’s chief commercial officer. "This, coupled with our broadcast and digital reach to an audience of 30 million people every week and our expertise and talent access, means we have a truly unique offering for brands.
"This deal with Vodafone marks the first time a brand has tapped into this opportunity. Vodafone will both activate and amplify its sponsorship through our brands and events in a way that has never been done before. Vodafone is the ideal partner for Hideout Festival, building on our long-term partnership including the iconic Capital’s Summertime Ball with Vodafone.”
Capital and Capital XTRA listeners will have the chance to win prizes in the build-up to the festival, while the Capital XTRA evening show and presenter Yinka will be broadcasting live from the festival.
The partnership gives Vodafone the opportunity to target 15-34-year-old Capital and Capital XTRA audiences.
“Our partnership with Global has driven some fantastic customer engagement over the last few years so we’re really pleased to be partnering with them again," said Caroline Welsh, head of marketing communications at Vodafone UK. "Hideout Festival gives us the perfect opportunity to speak to our audience, and a platform to show how Vodafone Global Roaming can offer a truly worry-free experience for festivalgoers.”
Vodafone first signed up as the headline sponsor of Capital’s Summertime Ball in 2012 and last year renewed the deal for a further three years. Vodafone also partners Global on The Vodafone Big Top 40.
Global, which entered the festivals business two years ago with its acquisition of Broadwick Live, now owns Victorious Festival, Snowbombing, Festival No.6, Rewind Festival, South West Four, Field Day, Boardmasters, Y Not, Truck, Transition, Hideout and Electric Elephant, and has interests in Lost Village and Standon Calling.