Co-op has announced that it has renewed its sponsorship with five Live Nation UK festivals for five years.

After eight years of bringing its pop-up stores to festivals, the supermarket will remain the official supermarket sponsor of Download Festival, Klarna Presents Latitude Festival, Pepsi Presents Reading & Leeds Festivals and Pepsi Presents Creamfields Festival until 2031.

The stores average 6,000 sqft and stock over 300 products, including groceries, snacks, toiletries, and alcohol.

Co-op also uses the festival partnership to target those 25 and under, with the retailer saying that, “70 percent of all new Co-op member sign-ups during the festival season – with additional supporting recruitment activations before, during and after the events – are under the age of 25.”

Clair Cooper Matthews, SVP, Strategic Partnerships, Live Nation UK Marketing Partnerships, said: “Our partnership has always been built around one simple idea: making festival life easier for our fans. Over the years, Co-op has become a trusted part of the festival experience. From convenient access to on-site essentials to exclusive member benefits that extend the Co-op Membership experience across our festivals, they’ve consistently focused on the little things that can make a big difference to fans.

“By tapping into the opportunities live music offers to reward existing members while reaching new audiences, Co-op has shown how live experiences can help build lasting relationships with customers that extend well beyond the festival weekend. We’re delighted to be continuing our partnership for another five years and excited to see where we take it next.”

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