The Co-op has renewed its music festival sponsorship deal with Live Nation UK for a further five years.
The contract extension will see the retailer remain as the official supermarket sponsor of Download Festival, Latitude Festival, Reading & Leeds Festivals, Creamfields Festival and the Isle of Wight Festival until 2026.
Co-op, which first begun working with Live Nation in 2018, will run a pop-up supermarket at each event, selling a wide range of everyday essentials and festival staples.
From this year, Co-op members will be able to swipe their membership cards to earn rewards for themselves and community groups in the same way as they can in all regular Co-op stores.
The stores will also feature reverse vending machines, allowing festivalgoers to reduce plastic waste via a deposit return scheme.
Co-op and Live Nation will also support each other’s designated charity initiatives over the course of the partnership.
“We are very excited festivals are on again and are thrilled to support and be part of Live Nation’s great return to live; we can’t wait to get back,” said Co-op director of marketing experience Amanda Jennings.
“Our stores have become a regular act at the Live Nation festivals now and we know festivalgoers have come to rely on us for their essentials and make their festival experience as fantastic as possible.
“Our partnership with Live Nation brings together two organisations that understand the power of connection when people are together. Co-op is built on the importance of community, so with festivals as their own individual weekend communities, we know the importance of helping fans celebrate those cherished live music moments for years to come.”
Live Nation UK president of marketing partnerships Jim Campling said: “Co-op’s presence at our festivals is incredibly important and additive to the fan experience.
“Since the beginning of our partnership, we’ve seen remarkable customer engagement and participation with the Co-op supermarkets at our events.
“This renewal is a testament to our shared commitment to providing fan communities with unparalleled convenience and speaks to a mutual belief in each other’s long-term vision as organisations.
“Co-op’s continued focus on community and sustainability aligns perfectly with the priorities of our influential audience and we look forward to continuing the celebration with them for years to come.”