Swedish fintech firm Klarna has been unveiled as the headline sponsor of Latitude Festival 2025, as part of a wide-ranging multi-year deal that will see the brand take over the event.
The move will mark the brand’s first-ever UK festival sponsorship, and will see its distinctive pink branding featured prominently across the four-day event, which will take place near Southwold in Suffolk from 24 to 27 July.
The partnership will also include Klarna’s participation in a major on-site activation, and a series of immersive experiences, exclusive perks and giveaways for festival-goers.
“We’re thrilled to be the headline sponsor of Latitude Festival this year. Klarna is all about helping people spend smarter, whether that’s budgeting for unforgettable experiences like festival tickets or finding great prices on the outfits and equipment to go with them,” said Raji Behal, head of Western and Southern Europe at Klarna.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“Latitude and Klarna are a match made in musical heaven, and we’re excited to bring our bold energy to the festival and create standout moments for festival-goers all weekend long.”
According to Klarna, this collaboration is intended to reflect its “growing presence across the experience economy”, with the event set expose the brand to as many as 160,000 attendees.
Melvin Benn, MD of Festival Republic said: “We’re excited to welcome Klarna as the headline sponsor for Latitude 2025. Through our partnership, we’ll continue to offer flexible payment options, making it easier for fans to plan and enjoy the experiences they love.
“Klarna’s innovative approach aligns perfectly with Latitude’s spirit and together we’re excited to create unforgettable moments for festival attendees,” he added.
