Occident reinforces its commitment to culture and expands its presence at the alma festivals by sponsoring its new edition in Alicante

"The insurance company consolidates its role as a naming sponsor of the three editions of the festival being held in Barcelona, Madrid and Alicante "

As part of its strategy to support culture, and especially music, Occident has expanded its partnership with the alma festivals, becoming a sponsor of the alma Occident Alicante festival, the first edition of which will be held this summer. With this agreement, the insurance company reinforces its role as the naming sponsor of the event, which already has established editions in Madrid and Barcelona, and positions itself as one of the leading brands in the field of music sponsorship in Spain.

The new edition of alma Occident Alicante will take place between July and August in the Multiespacio Rabasa, the city's main fairground, and has already finalised its lineup with ten top-tier names: the Mexican rock band Molotov will open the festival on 12 July, followed by Seal (13 July), Texas (14 July), Trueno (15 July), Guitarricadelafuente (19 July), Jethro Tull (20 July), Travis (23 July), Paloma San Basilio (25 July), UB 40 (30 July) and Kool & The Gang (6 August).

The presence of Occident at the alma festivals goes beyond conventional sponsorship. The brand will feature prominently on stages, entrances, tickets, screens, and photocalls, and it will also have an Occident Zone within the VIP areas of each venue, creating an exclusive space where attendees can enjoy unique experiences.

Shows in Barcelona and Madrid

The editions of alma Occident Madrid and alma Occident Barcelona, which will be held from 20 June to 2 July (Parque Tierno Galván) and from 24 June to 22 July (Poble Espanyol), respectively, have already finalised their lineups. Between both cities, the public will be able to enjoy top performers such as The Corrs, Residente, Julieta Venegas, Wilco, Dorian, Carlos Núñez, Rita Payés, The Cult, and many others.

The relationship between Occident and the alma festivals began in 2024, when the insurer sponsored the inaugural event in Madrid under the name "alma Occident Madrid". This first edition was attended by over 65,000 people. Later, Occident signed a new collaboration agreement to sponsor and lend its name to the alma Occident festivals held in 2025 in Madrid, Barcelona and now Alicante.

The alma Occident festivals have established themselves as a unique cultural offering, combining major musical performances with a natural setting, food experiences, workshops, markets and activities for all audiences.

Commitment to culture and music

With this alliance, Occident continues to strengthen its position as a brand committed to culture, embracing music as a vehicle to create memorable experiences, promote talent and connect with new audiences. This collaboration is in addition to its involvement in other flagship events such as Festival Cruïlla, Occident Summerfest Cerdanya, Polar Sound Occident, Les Nits de Barcelona, and the iconic Starlite Occident.