The Governors Ball Music Festival took New York City by storm last week, as this year's lineup of more than 15 new sponsors turned up the volume for the 120K attendees who beelined to Queens to see Post Malone, the Killers, and Chappell Roan, among others. 

A fresh mix of buzzy brands from the fashion, food, and beauty worlds further amplified the electric atmosphere over the 3-day event. Aviator Nation, Forever 21, and Quay showcased their trendy apparel and accessories, offering festival-goers stylish options to keep their festival looks on point. Meanwhile, imPRESS Beauty glammed up fans with complimentary no-glue applications of imPRESS nails and lashes in a flash, as Supergoop shielded them from the sun as the Ball’s official SPF. 

Other partners kept the party rolling smoothly––like Liquid IV, which hydrated attendees with its innovative electrolyte drink mixes in the brand’s 6th festival appearance. Waterloo Sparkling Water, an 8-year partner of the event, pitched in on the hydration front as well, while Sunbelt Rentals provided essential infrastructure support for the 6th year running.

Some notable changes on the marquee sponsorship front included a pivot from MLB to the NBA: along with exclusive giveaways, the league presented a premium lounge space on-site for fans to watch the NBA Finals. Another big switch-up saw Hennessy and Jack Daniel's step in for former sponsor Bacardi in the high-profile alcohol arena. The Jack Daniel’s Chill Zone served up Jack & Cola and Jack & Lemonade all weekend long––marking the 24th partnership the whiskey giant has inked with music festivals in the past year. 

Full list of new sponsors in 2024:‍

• Aviator Nation 
• Cabot Creamery - 1st
• Forever 21
• Hard Rock Hotel NYC - 1st
• Hennessy 
• imPRESS Beauty - 1st
• Jack Daniel's 
• Liquid IV
• NBA - 1st
• Pirate Water 
• Quay 
• Rakuten 
• Sharpie - 1st
• SkullCandy - 1st
• Sunbelt Rentals 
• Supergoop 
• Waterloo Sparkling Water

For more insights on sponsorships within music, download our Brands & Top Music Artists 2023-24 Report.

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