This Friday (August 27), All Points East returns to Victoria Park in London after a break in 2020 due to the pandemic. Appearing at the festival will be new and existing partners – all brokered by AEG Europe Global Partnerships – which has identified the festival as a key target market for a number of brands.

New for 2021 is BMW UK, which will launch and host the BMW Play Next Stage with Edith Bowman, introducing fans to future headliners with the BMW Play Next podcast. BMW will also be supporting sustainability at All Points East by supplying a fleet of BMW X5 plug-in hybrid vehicles for artist transport throughout the festival.

Zapp, the grocery delivery app, joins as the new VIP Naming Rights Partner for All Points East. As well as enhancing the customer experience with a convenience store and prize-filled vending machine on site, the on-demand delivery service will also focus on the VIP offering renaming the areas; Zapp VIP and Zapp VIP View areas.

Another partner for this year is new social media platform, Hyprr, which will launch at All Points East. It has secured the Naming Rights of the newly named Hyprr Guest Area. Hyprr will be programming the music with DJ’s in the space and also creating a photo opportunity activation in the main festival area and giving away merchandise throughout the festival.

Coca-Cola is also on board for 2021 as soft drinks partner. Along with onsite sampling, the brand will create the Coke Zero arcade themed activation in the General Admission festival area.

Returning for 2021 is Firestone, which has been a partner of All Points East since the festival began in 2018 and whose approach to championing up and coming talent on The Firestone Stage fits in perfectly with the festivals ethos.

Will Dowdy, vice president of AEG Europe Global Partnerships, said: “To finally host All Points East after such an unexpected break really means a lot to us. Our partners are really cranking it up this year and creating some truly authentic experiences that will ‘wow’ our unique audience at the festival. It’s great to welcome back Firestone who have been with us since the beginning and we know that BMW UK, Zapp, Coke and Hyprr will all deliver some special moments that our fans will love this weekend.”