Rockstar Energy Drink and Live Nation UK unveil a ground-breaking, multi-year, partnership aimed at enhancing the UK music festival experience for Gen Z fans
Rockstar Energy Drink® proudly announces a multi-year partnership across select Live Nation festivals in the UK. The long-standing collaboration will position the energy drink brand as the headline partner of six major festivals beloved by Gen Z in the UK, including Parklife, Wireless, TRNSMT, Reading and Leeds and Creamfields.
United by their fans’ shared passion for music, both partners recognise the pivotal role energy plays in enhancing the music experience for Gen Z, a core joint audience. The partnership marks the first time Live Nation will welcome one headline partner across six different UK festivals, tailored specifically to cater to the preferences and passions of the Gen Z demographic, deeply entrenched in music culture and festival experiences.
Building on this shared commitment to Gen Z music enthusiasts, the unique partnership will deliver unforgettable experiences throughout the summer. Among the highlights is the introduction of ‘Rockstar VIP Wristbands’, which will be available on select Rockstar Drink cans across the UK. Crafted especially for music enthusiasts, these wristbands will boast an array of exciting benefits up for grabs, including festival and concert tickets, instant transportation access, queue jumps, backstage passes, and more, ensuring an unparalleled experience before, during, and after all partner events.
Incorporating Rockstar Energy Drink’s dynamic and vibrant look, all partnering festivals will refresh their visual identity to showcase the energy drink brand as their primary partner. Additionally, attendees will have convenient access to Rockstar sampling points for a rapid energy boost, further enhancing their festival experience.
The new collaboration builds upon Rockstar Energy Drink’s existing partnership sponsoring all Academy Music Group venues, enhancing the brand’s music credentials and asserting its position as a leader in both the music and energy drink markets.
Sarah Mahoney, Marketing Managerat PepsiCo, added: “We’re thrilled to announce this festival partnership, as it is such a natural fit, driven by the shared understanding that music is the top passion point for our audiences.
“From the moment fans secure tickets to our sponsored festivals, Rockstar Energy Drink and each festival will aim to ignite the fan journey, fuelling excitement and anticipation in the lead-up, during and post the event, by offering unforgettable experiences that empower fans to go all in for the things they love to do.”
Since the launch of the Rockstar Energy Drink Press Play platform last year, the brand has been cultivating its credibility within the music industry, acknowledging it as a pivotal passion point for its fans. Through strategic activations, including collaborations with prominent UK music artists like Stormzy, Raye, and Chase & Status, alongside ongoing partnerships with esteemed music venues such as the O2, Rockstar Energy Drink has been empowering its fans to embrace the things they love most.
Jim Campling, President, Live Nation UK Marketing Partnerships, commented: “We worked closely with Rockstar Energy Drink and each festival to create a nationwide partnership that spoke to our discerning audiences across the country.
“From brick-and-mortar venues to festivals, Rockstar Energy is investing in an entire generation of live music fans across the UK. We look forward to working with Rockstar Energy Drink to elevate the festival experience as they continue to cement their role within music.”
As the partnership unfolds and festival announcements are made, fans can expect further activations and events from Rockstar Energy Drink. To stay updated on the latest developments and learn more about how to get your hands on Rockstar’s VIP wristbands this summer, keep an eye out on our socials at @rockstarenergyuki, or visit www.rockstarenergy.com.
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For further information, please contact:
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About Rockstar Energy
Rockstar, founded in 2001, produces beverages that aim to fuel those who need and love to do-it-all. With over 20 Rockstar Energy products available at convenience and grocery outlets in more than 30 countries globally, Rockstar gives you a bold refreshing boost, full of benefits and loaded with flavours. PepsiCo purchased the energy beverage leader in March 2020. In addition to Rockstar, PepsiCo owns the Sting and Adrenaline Rush brands, as well as GameFuel and AMP.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $86 billion in net revenue in 2022, driven by a complimentary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the centre of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on Twitter, Instagram, Facebook, and LinkedIn @PepsiCo.
About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship. For additional information, visit www.livenationentertainment.com.