As the world starts to open again, online used car marketplace cinch and Live Nation UK announced a new headline partnership agreement across five festivals including Latitude, Creamfields, TRNSMT, Isle of Wight Festival and next year’s Edinburgh Summer Sessions. The partnership was signed in May 2021 and marked the first time one brand headlined across five Live Nation UK festivals.
cinch signed the multi-year deal as headline partner across five of Britain’s most-loved festivals to meet new audiences, increase brand awareness and help celebrate long-awaited return of live music in front of new audiences.
The category exclusive deal is part of cinch’s growth strategy in the UK and is a part of large-scale investments across the sports and entertainment sector. The inspiration for the partnership stemmed from changes in consumer preferences over the past year, indicating the current importance of seamless digital experiences in daily life combined with people’s renewed desire to get out, explore and create new memories. In advance of the historic return of live music, festivals were a strategic way for the innovative e-commerce brand to build its brand awareness and bridge its digital offering with the physical world of influential live music fans.
With the headline partnership, cinch secured the exclusive headline sponsor rights for each festival as well as onsite branding and experiential activation opportunities. A combination of engaging digital marketing programmes across cinch and Live Nation’s channels also brought the brand to life for new audiences of music and entertainment lovers alike.