Rockstar Energy Drink proudly announces a multi-year partnership across select Live Nation festivals in the UK. The long-standing collaboration will position the energy drink brand as the headline partner of six major festivals beloved by Gen Z in the UK, including Parklife, Wireless, TRNSMT, Reading and Leeds and Creamfields. 

United by their fans’ shared passion for music, both partners recognise the pivotal role energy plays in enhancing the music experience for Gen Z, a core joint audience. The partnership marks the first time Live Nation will welcome one headline partner across six different UK festivals, tailored specifically to cater to the preferences and passions of the Gen Z demographic, deeply entrenched in music culture and festival experiences.

Building on this shared commitment to Gen Z music enthusiasts, the unique partnership will deliver unforgettable experiences throughout the summer. Among the highlights is the introduction of ‘Rockstar VIP Wristbands’, which will be available on select Rockstar Drink cans across the UK. Crafted especially for music enthusiasts, these wristbands will boast an array of exciting benefits up for grabs, including festival and concert tickets, instant transportation access, queue jumps, backstage passes, and more, ensuring an unparalleled experience before, during, and after all partner events.

Incorporating Rockstar Energy Drink’s dynamic and vibrant look, all partnering festivals will refresh their visual identity to showcase the energy drink brand as their primary partner. Additionally, attendees will have convenient access to Rockstar sampling points for a rapid energy boost, further enhancing their festival experience.

The new collaboration builds upon Rockstar Energy Drink’s existing partnership sponsoring all Academy Music Group venues, enhancing the brand’s music credentials and asserting its position as a leader in both the music and energy drink markets. Sarah Mahoney, Marketing Manager at PepsiCo, added: “We’re thrilled to announce this festival partnership, as it is such a natural fit, driven by the shared understanding that music is the top passion point for our audiences. From the moment fans secure tickets to our sponsored festivals, Rockstar Energy Drink and each festival will aim to ignite the fan journey, fuelling excitement and anticipation in the lead-up, during and post the event, by offering unforgettable experiences that empower fans to go all in for the things they love to do.”

Since the launch of the Rockstar Energy Drink Press Play platform last year, the brand has been cultivating its credibility within the music industry, acknowledging it as a pivotal passion point for its fans. Through strategic activations, including collaborations with prominent UK music artists like Stormzy, Raye, and Chase & Status, alongside ongoing partnerships with esteemed music venues such as the O2, Rockstar Energy Drink has been empowering its fans to embrace the things they love most.

As the partnership unfolds and festival announcements are made, fans can expect further activations and events from Rockstar Energy Drink. To stay updated on the latest developments and learn more about how to get your hands on Rockstar’s VIP wristbands this summer, keep an eye out on our socials at @rockstarenergyuki, or visit

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