JD Sports is stepping up its efforts to target Gen Z and tap into youth culture as it sponsors a raft of the UK’s biggest and most iconic music festivals this summer.
The sportswear retailer will be elevating its presence throughout the summer months after securing strategic large-scale festival partnerships at Reading, Leeds and Longitude.
The sponsorships are part of a strategic move from the retailer as it looks to strengthen its connection with youth culture and solidify its position as a key player in the music and festival scene.
The move comes at a key time for JD Sports. Just last week, the retailer reported that its full-year profits had dropped by more than 7%, following what it described as a “challenging market” over the previous 12 months.
The festival partnership will allow the retailer to build on the success of its previous music sponsorships, accelerating its “commitment to championing youth culture” and celebrating “key cultural moments”.
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“We’re excited to deepen our partnerships across some of the UK and ROI’s most loved festivals, to bring unforgettable experiences to young people”, said JD marketing director Chris Waters.
“Our collective passion for music drives our desire to make a significant impact and connect with our consumers throughout their respective festival journeys.”
JD will also be offering a range of elevated experiences as it looks to create “inclusive, diverse festival environments that resonate with today’s young audiences”.
The next-level partnerships will see JD presenting the brand-new Chevron Stage at Reading & Leeds festival, with headliners including The Prodigy, Sonny Fodera and Skrillex. The space will also become home to the world’s biggest silent rave.
Following last year’s successful JD x Longitude partnership, the retailer will also be returning as the festival’s main stage partner, hosting headliners Doja Cat, Central Cee, Becky Hill and 21 Savage.
To celebrate the partnerships, JD will be running ticket giveaways and competitions instore, with entry via QR codes on receipts.
