Global, the media and entertainment group, has unveiled Vodafone as the new headline sponsor of Hideout Festival (June 26-30).
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.
Taking place in Croatia every summer, Hideout is an electronic music festival and is growing every year with 20,000 people set to attend in 2017. The festival features 150 artists over five days and nights.
As headline partner, the telecoms giant will ensure festivalgoers can share their Hideout experience without worrying about unexpected roaming charges. With Vodafone Global Roaming, travellers can use their pay monthly home plan abroad in 100 destinations worldwide including Croatia so UK festivalgoers can selfie, snap and brag from the beach.
Capital and Capital XTRA listeners will have the chance to win prizes in the build-up to the festival. Vodafone will be on site with charging stations and brand ambassadors giving away festival experiences and free Wi-Fi. The Capital XTRA evening show and presenter Yinka will be broadcasting live from the festival thanks to Vodafone.
Mike Gordon, Global’s chief commercial officer, said: “We are now the second largest festival operator in the UK with a portfolio of celebrated festivals. 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 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.”
Caroline Welsh, head of marketing communications at Vodafone UK, added: “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. Hideout Festival gives us the perfect opportunity to speak to our audience.”
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.
After entering the festivals business only two years ago with its initial acquisition of Broadwick Live, Global is now the second largest festival operator in the UK. Global owns Victorious Festival, Snowbombing (Austria and Canada), Festival No.6, the Rewind Festivals, South West Four, Field Day, Boardmasters, Y Not, Truck, Transition, Hideout and Electric Elephant, with interests in Lost Village and Standon Calling.