Since the end of the pandemic, the number of music festivals and cultural events in Brazil has increased significantly. In 2024, there were 364 festivals held in the country, a growth of 20% compared to the previous year, according to data from Mapa dos Festivais. With this upturn, another movement is also gaining momentum: the presence of sponsoring brands at events.

Companies have increasingly seen festivals and cultural events in general as a strategic opportunity to connect with the public, strengthen their image and create marketing experiences that go far beyond traditional advertising.

Why are festivals strategic platforms for brands?

After the period of confinement and little physical interaction, a new pattern of interaction has been established, that of creating connections. Show business, responding to the increasingly intense need for this exchange of experiences between stage and audience, idols and fans, began to see this demand as an opportunity to create spaces for shareable experiences.

The term Experience Economy is already a concept added to show business: it's not just an event that is being experienced, but experiences that make a mark, transforming sensations into market value.

Creating emotional connections between brands and audiences

The experience economy also encompasses the brands that sponsor music events. If the term means generating emotional value when consuming a product, companies see music festivals as the ideal space for an experience marketing strategy to connect with the public.

There are many possibilities for brand activation, such as stand interaction activities, exclusive product demonstrations, interactive experiences, giveaways and even pocket shows. Overcoming some barriers, brands can now also establish their own music line-up. Examples include Heineken at the Line-Up Festival, an event created by the beer brand itself; and C6 Fest, created by C6 Bank and Dueto Produções.

Another good example was the Todo Mundo no Rio event, held in 2024 and 2025, in which the master sponsors, Itaú and Corona, respectively, brought thetwo great pop artists, Madonna and Lady Gaga, transforming the concerts into a combined experience between spectacle and tourism.

How sponsoring festivals strengthens brand experiences

The advertising world's big bet on sponsorships is the opportunity to create conversations beyond digital campaigns. In 2024, Rock in Rio had 80 companies acting as sponsors, supporters and media partners. This shows how competitive these sponsorship spaces are and not just about investment, but about generating brand value.

Through sponsorship, brands take action and publicize the values they assume as large companies.For example, if a brand says it supports environmental causes, it can demonstrate this with its production by generating less CO₂, but it can also impact a large audience with actions related to a routine, to everyday life, closer to the realities of the population. This is the vision for music events.

When an advertising campaign focuses on demonstrating a company's values, the public feels represented and attracted, even if they are not customers of the brand. It is from this point of view that sponsorship of music festivals is moving forward. Brand positioning is what will strengthen the relationship with the potential consumer, as well as improving what already exists among active clients.

Rouanet Law

The Rouanet Law is a great ally for companies when it comes to supporting cultural events and their diversity. It consists of a public policy to encourage culture, allowing individuals and companies to allocate part of their income tax to finance cultural projects approved by the Ministry of Culture. It is a redirection of taxes and not direct government money.

With the aim of democratizing access to culture and supporting various artistic areas, companies can thus reaffirm their values. Sponsorships reveal what brands want to be associated with.

Neoenergia, sustainability and music festivals

Like many companies, Neoenergia understood the importance of having its brand values added to the world of music, as well as realizing the potential of festivals to raise awareness about decarbonization.

The company has already been to major festivals such as Rock in Rio, Lollapalooza and The Town; decentralized stages in Bahia, with the Conexão com Paraíso and Morro de São Paulo festivals, as well as supporting the cultural movement of Bloco Ilê Aiyê.

Being present in these environments reinforces the importance of its main pillar, care for the environment and commitment to a more sustainable future. At the major festivals, despite its focus on decarbonization, Neoenergia expands its brand to include recognition as an energy generator and distributor - showing itself to be in favour of the energy transition.

In its regional presence, the company reinforces that sustainability in cultural events can be transformative. Conexão com Paraíso and Morro de São Paulo, for example, are festivals that unite the community in its belonging and cultural identity, as does Bloco Ilê Aiyê.