Occident cements itself as the official sponsor of La Voz

"This is the second year in a row that the insurance company is the main sponsor of the musical talent show on Antena 3, strengthening its strategic commitment to music."

Occident will be the official sponsor of the new edition of La Voz, the musical talent show on Antena 3, which marks its eleventh season this year. This is the second year running in which the insurer is backing this successful TV show, again demonstrating its commitment to music and up-and-coming talent.  

"Music is one of the key pillars of our sponsorship strategy, enabling us to connect with the public up close and personal", said the CEO of Occident, Juan Closa. Against this backdrop, the insurance company's participation in the programme reflects its commitment to providing security to people: "Trust is essential to achieve any goal, and that's where Occident comes into play, providing protection and security to people in all stages of life", he explained.

The insurance company has partnered with the programme since 2020. During the initial, two-year stage, the company sponsored "El Regreso", a programme where candidates eliminated from La Voz were given a second chance. Starting last year, Occident joined the talent show as an official sponsor, with the company renewing its support for this year's show.

The programme, which premieres today, 13 September, is one of the most successful and established on Antena 3. It airs Friday night in prime time, and will showcase of a total of 13 contests, which will be held between September and December. The season will again feature Eva González as the presenter and Antonio Orozco, Malú, Luis Fonsi and Pablo López as the judges.

The campaign was developed by Havas Media Barcelona and Havas Play, its transmedia content accelerator. The strategy combines different formats aimed at strengthening the territory of music, as well as generating knowledge and awareness of the new Occident brand.

Music as a strategic pillar of sponsorship

Occident regards music as an essential pillar in its sponsorship strategy, demonstrating its commitment to culture by collaborating in numerous events. Its aim is to offer unforgettable experiences to both its customers and the general public by covering a wide range of artists and music genres.

This summer, Occident was, for the fifth year in a row, the main sponsor of the renowned Starlite Occident festival in Marbella. It also lent its name to the first edition of the ALMA Occident Madrid festival, and sponsored a stage at the Cruïlla Festival, one of the most prestigious in Barcelona. Occident also established itself as the official sponsor of Les Nits de Barcelona, an iconic festival held in the gardens of the Pedralbes Palace. It also returned as sponsor of Occident Summerfest Cerdanya and the White Summer Festival.

In the field of television, Occident has sponsored programmes like Eufòria, broadcast by TV3, and the latest editions of Factor X and Got Talent Spain, which air on Mediaset.