In one of the better examples of brand alignment within festival sponsorship deals, Coca-Cola brand Relentless has re-signed for 3yrs to be the exclusive energy drink of the Reading and Leeds festivals, following a very successful debut last year. Relentless has a very distinct brand positioning, with an “us against the world” feeling, which makes the Reading and Leeds festivals such an ideal fit, given the large Emo and Indie Kid contingent, who ‘live that fight’ themselves every day (yes, I’m being slightly sarcastic with the woes of Emo kids there).
But aside from that, it also delivers a huge opportunity in terms of volume, which is bound to become increasingly important for the brand as a rising star in the Coca Cola portfolio.
What will be interesting is how Relentless, given the security of a 3yr deal, will increase the value of the sponsorship and maximise it; the brand has already been busy aligning with rock and heavy music via the headline sponsorship of the Kerrang Relentless Energy Drink Tour (which wasn’t a great example really) and sponsoring the recent Gallows tour.