Occident becomes an official sponsor of the Primavera Sound festival

"The insurer will be a strategic partner for one of the most established events on the music scene, held in Barcelona from 3rd to 7th June 2026"

Occident has signed an agreement with Primavera Sound to become a strategic partner for the next edition of the festival. In this way, the insurer reinforces its commitment to culture by supporting one of the most renowned events on the music scene, which will be held in Barcelona from 3rd to 7th June next year. 

As part of the agreement, the insurer will have a prominent presence at the festival in terms of both communication and brand visibility. The insurer will lend its name to one of the main stages.

The company will also have the 'Occident Lounge', a space where it will host experiences and activities for attendees. In addition, the insurer will sponsor one of the Radio Primavera Sound and Primavera Bits programmes, the space dedicated to electronic music that takes place on the final day of the festival.

Primavera Sound has already announced the full lineup for its next edition, with international artists such as The Cure, Doja Cat, The xx, Gorillaz and Massive Attack, among others, along with established Spanish artists such as Bad Gyal or Guitarricadelafuente.

In the words of Berta Solé, Marketing and Communications Director at Occident, 'we are pleased to begin the collaboration with Primavera Sound, a world-renowned festival.' In this regard, she highlighted that 'this alliance reinforces our commitment to culture and music in our country and allows us to continue offering our customers memorable experiences.'

Culture and music, key parts of the sponsorship strategy

Occident consolidates its sponsorship strategy by focusing on supporting leading cultural and artistic events, reaffirming its commitment to initiatives that promote quality experiences and contribute to spaces where people can enjoy and connect through music.