Lollapalooza—one of the world’s premier music festivals which headed to Chicago this past weekend—continues to attract a wide array of sponsors, enhancing the festival experience for its 400K attendees while providing invaluable exposure for brands. This year’s robust lineup included industry titans like Coca-Cola, Chase, and T-Mobile, which have served as staple supporters for 29, 11, and 2 years, respectively. Other returning sponsors like Bacardi, Dunkin, and Hulu leveraged the festival’s massive reach to connect with its diverse fanbase through unique on-site activations and exclusive offerings.

Among the veteran sponsors, several standout partnerships have played pivotal roles in shaping the festival’s high-octane atmosphere in Chicago’s Grant Park. Bacardi and Jack Daniel's have become synonymous with Lollapalooza's vibrant energy, offering branded bars and unique drink experiences; this year, a Jack & Coke Trailer served the iconic brands’ lineup of canned cocktails, which launched in 2023. In addition, PayPal/Venmo and Chase upped the convenience factor, providing seamless payment options that cater to tech-savvy festival attendees, and Waterloo Sparkling Water ensured that fans stayed hydrated throughout the event.

This year’s festival also welcomed a host of noteworthy new sponsors, like Aguasol Tequila and Hennessy. The “Hennessy Highline” bar whipped up Hennessy Margaritas and other premium drinks for thirsty attendees. The cognac king is becoming a mainstay on the music festival circuit, having sponsored four other marquee events—including Governors Ball and Ultra Music Festival—in the past year.

Activations from the new brands: