The time has come and festival season is well and truly here.
Supermarkets are stacked with pop-up tents, playlists are being curated and across the country, sheep are being evicted and fields transformed into pocket-sized villages. On the tip of everyone’s tongue: Electric Picnic and All Together Now.
Electric Picnic is the older, cooler, more established big brother: 80,000 people converge on Stradbally every September. All Together Now, tucked away in Curraghmore Estate in Waterford, is the quieter, artier sibling. Smaller crowd: capped around 25,000 recently, but no less potential.
Rain or shine (usually rain), brands are all in.
Relevant Insights
Where brand meets bare feet
But Irish festivals aren’t just all about who’s headlining. From woodworking workshops to saunas to raves in an underground bunker (yes I did manage to find it!) there truly is something to whet everyone’s appetite. That unpredictability makes festivals fertile ground for brands getting on board.
@sashaferg Secret Underground Rave Bunker at Electric Picnic Festival in Ireland ⚡️⭐️ Im not going to give this away because what fun is that Top Tip: get lost in the forest and look for security guards that shouldnt be there 🌳🌲🌳 @Electric Picnic #electricpicnic #ep23 #ep #secretrave #ireland #festivallife #irishfestival ♬ original sound – Sasha | Travel & Illustrator
A recent report from IMRO found that Irish adults spent an average of €757 each year on music events, with about €194 of that on festivals alone. It’s big business: €786 million a year into live events, a €1 billion annual contribution to the Irish economy.
These aren’t passive audiences. They’re switched on. They’re engaged. They’ll post a story, tag a brand, remember what mattered. But you don’t win Irish festival hearts with noise. You win by reading the room, or indeed the field.
Not just a logo on a stage
Brands that cut through the very loud noise at Irish festivals are the ones that help or delight, not just announce their presence or sell you a service. Experiential sponsorships are what truly resonate.
Here’s a few examples of brand activations at Electric Picnic that have nailed their festival presence in recent years.
RSA – practical, no-nonsense engagement
One of the sharpest moves in recent years was RSA’s blood alcohol testing unit at Electric Picnic (since introduced at many other Irish festivals). No preaching and certainly no guilt tripping here – just on-site testers for anyone who wants to know where they stand after the night before. It’s practical. It’s timely. It speaks for itself.
The queues alone and the fact they’re back again at festivals across the country in 2025 speaks to its success.
Aldi – the retail rave people actually need
Aldi’s pop-up supermarket and others like it are now something you expect at EP; you’d wonder how we ever did without it. Packed with essentials from cereal to sun cream to dry shampoo, the pop-up shop opens early and parties with its customers into the night. It’s the local shop you didn’t know you needed until you’re stranded without toothpaste or hit with a strong longing for ice to cool your lukewarm drink.
And to top it off, brand mascot and icon Kevin the Carrot spinning a silent disco between the cereal and toiletries? Pure theatre. Their place in the field is earned because it’s needed.
Three – creating a recharge zone that builds loyalty
Three has been part of the Electric Picnic landscape for years, and not by accident. Their Charge & Chill area isn’t just about topping up your battery. It’s where festivalgoers can find dry seating, decent Wi-Fi, hot drinks and take a breather when the field gets a bit much. It feels necessary. A campsite reset button that people return to again and again.
The numbers prove the point. One recent activation saw a 68% conversion rate from passers-by, with an average dwell time of 29 minutes. That’s three times the industry benchmark for engagement at a live event. Three backed it up with exclusive music sets, silent disco perks and a ‘City Stages’ initiative that supports Irish talent. It’s not about being seen. It’s about being remembered.
Final word: earn your spot
Irish festival marketing is about showing up in a way that matters. It’s about reading the room, bringing something useful, and becoming part of the experience.
If you hand someone a charger when their phone is dead or a cup of tea when they’re soaked to the skin, they remember it. If you create a space that gives them ten minutes of peace or a reason to smile, they talk about it. Not just that weekend but afterwards too.
That kind of interaction builds trust. It sparks stories. It earns its place in the field and in people’s heads.
Brands that get festivals right don’t just make noise. They make memories. That’s why experiential sponsorships are worth it. If you’d like to put your brand in the spotlight, we’d love to chat – contact us today for a free PR consultation.
About the author
Matthew Walsh is Client Manager with Cullen Communications, specialising in media relations, social media communication, and influencer marketing.
