Dutch beer company signs for three more years.
Heineken has extended its sponsorship deal with the Benicassim International Festival (FIB), Spain’s leading summer music festival, for three years.
The extended agreement for the sponsored festival, known as FIB Heineken, was disclosed by Heineken España director Juan Casero and FIB Heineken co-director José Luis Morán at the Mediterranean beach resort of Benicassim shortly before this year’s event July 20-23.
This was the 12th FIB and the sixth sponsored by Heineken. Casero said it was important for Heineken España to be linked with music fans through events such as Benicassim, which is dubbed by the Spanish media as “the Spanish Glastonbury” because of its intense U.K. flavor.
Morán said the Dutch beer company’s sponsorship had allowed festival organizers to improve and expand the service they provide to fans. “When Heineken began its sponsorship six years ago, it meant a big boost to the FIB, and this type of union is important to guarantee the survival of cultural events such as music festivals,” Morán added.
Equally important is the fact this year’s FIB Heineken is the first one since U.K. concert promoter Vince Power took a majority stake in the event last March.
Power, the man behind the iconic Reading, Leeds and Glastonbury festivals in the United Kingdom, sold his 35% stake in Mean Fiddler Music Group to Clear Channel Entertainment last year for £38 million ($71 million) in 2005 (Billboard.biz June 22, 2005).
Under the terms of the sale, Power cannot be involved in U.K. festival business for three years, so he eyed FIB Heineken, which had already become very Brit-focussed.