ING Deutschland signs three-year partnership with Parookaville festival
ING Deutschland has extended its involvement with the Parookaville electronic music festival, securing a three-year deal to serve as a top partner and exclusive streaming provider.
ING Deutschland has finalized a three-year sponsorship agreement with the Parookaville electronic music festival. This deal formalizes a long-term commitment following a 2022 pilot program, marking a strategic shift for the bank as it expands its event marketing beyond its established history in professional basketball.
As part of the agreement, ING will act as the festival's primary payment provider, operating five exchange hubs across the site where attendees can convert funds into the event's official currency tokens. Furthermore, the bank will serve as the exclusive livestream partner, broadcasting performances to a global audience via YouTube and TikTok platforms.
Florian Krenz, Head of Sponsoring at ING Deutschland, noted that the partnership aligns with the brand's objective of integrating into customers' lifestyle experiences. The festival organizers stated that the collaboration is intended to provide functional benefits for attendees, such as streamlined payment processes and improved digital engagement.
In addition to technical support, the partnership offers specific perks for ING customers, including access to exclusive viewing areas near the main stage. With over 220,000 visitors expected, the festival provides a significant platform for the bank to increase its visibility among younger demographics.