Iconic music festival American Express presents BST Hyde Park celebrates 10 years of partnerships

• London’s celebrated festival, American Express presents BST Hyde Park, returns this summer with a record-breaking sold out series featuring P!nk, Guns N’ Roses, Bruce Springsteen, Billy Joel, Lana Del Rey and more.
• With the 10^th festival in full swing, AEG Global Partnerships looks back at some of BST Hyde Park’s most impactful brand activations and shares what lies ahead for brand partnerships in 2024

6 July 2023, London: As American Express presents BST Hyde Park celebrates its 10^th year, AEG Global Partnerships, the team behind the naming rights and partnership activations at the festival, is looking back at some of the highlights and how these activations continue to enhance the experience of millions of festivalgoers.

Since the festival’s inception a decade ago, the team has brokered partnerships with more than 100 companies – from American Express to Ray-Ban, lululemon to Barclaycard – with activations enjoyed by millions of fans over the 10-year period.

As BST Hyde Park has grown, AEG has been able to increase its revenue by an average of 20 percent each year, with 91 percent being retained over multiple years. Some of the longest standing brand names at the festival include Asahi, who has been on board for five years, Ray-Ban for seven, and Coca-Cola for nine.

The length and depth of these partnerships demonstrates the power of the festival for helping brands achieve their marketing and organisational objectives. Brand recall for presenting partners was over 90 percent in 2022, and 36 percent of fans agreed that they were more likely to consider a brand that provided experiences at the festival.

Will Dowdy, Vice President – Global Partnerships at AEG Presents, said: “American Express presents BST Hyde Park provides a unique environment for fans to connect passionately with their favourite artists at an incredible outdoor space in the heart of London. The success of our partnerships at BST comes down to aligning our vision with a deep understanding of our partners objectives and identity, paired with a positive integration into the overall fan experience.”

“A few years ago, we took the bold business decision to pursue a premium strategy, where we work with fewer partners, but they get extended rights, more visibility and a clear lane to run in. The depth of our partnerships means that we can deliver something unique for each of partner, which shares the festival’s values.”

“The best partnerships elevate a fan’s day instead of intruding on them, and the increase in dwell time at festivals demonstrates that activations pack a punch. When a brand can take an experience to the next level, fans remember the role it had in creating some of their best memories – and that feeling lasts forever. That’s a power that event partnerships have over traditional media.”

“This strategy has resulted in our partners becoming an authentic part of the fan experience and is a success factor in the overall commercial growth of BST Hyde Park.”

The AEG Global partnerships team is constantly looking for new opportunities for brands. The festival now runs over 17 days, providing more visibility and opportunities for engagement, and adds new assets each year. New from 2024 will be the VIP Beach House and Flat Iron structure, complete with a viewing platform of the Great Oak Stage, karaoke bar, speakeasy and digital walkway experience.

Here are some highlights from the past 10 years – from milestone moments to the most impactful activations:

Vodafone augment reality with Elton John, in concert dedicated to the NHS

Vodafone and Elton John came together in June 2022 to deliver a uniquely augmented reality show that paid tribute to the NHS and frontline workers from their incredible efforts during the pandemic. The performance of ‘I’m Still Standing’ saw fans enjoy a spectacular time-synched 3D show.

lululemon and Joe Wicks attempt to set a world record for the biggest ever HIIT class

Bringing thousands of people together, lululemon and Joe Wicks took advantage of the fantastic music and incredible atmosphere at BST Hyde Park to attempt to set a new world record for the biggest ever HIIT class. Proceeds of ticket sales for the event were donated to suicide prevention charity, Campaign Against Living Miserably (CALM).

American Express takes naming rights to the next level

Taking on the naming rights to an event the size of BST Hyde Park is a lot to live up to, and American Express is doing it in style. Not only is the partnership bringing Cardmembers site-wide discounts, exclusive artist merch, free upgrades and backstage tours, all festivalgoers can enjoy the Amex Experience, including photo experiences and an on-site arcade.

Paco Rabanne tickle senses with Black XS fragrance relaunch

Smell is the most powerful trigger for memories, and by pumping fragrance into their silent disco, Paco Rabanne made sure Black XS would be remembered. The brand also had artists helping people to spray-paint their own skateboard – with those who got involved being 3.5x more likely to purchase the scent.

Chef’s Tables at The House of Peroni brings fine-dining to the festival

During Open House – the festival’s mid-week programme of activity – The House of Peroni opens up its outdoor area to host a Chef’s Table with some of the UK’s best culinary talent. 2022 saw Franco Mazzei, Chef Patron at Sartoria in Mayfair, serve up an exceptional menu to guests, while this year’s events will be hosted by foot media platform Mob’s recipe team.

Apple Music create bespoke BST Hyde Park playlists

Our partnership with Apple Music gave festival-goers something to take away from the day. Fully integrated into the app, fans received a notification as they left the park sharing a unique playlist – one of the first ever for a live event – as a keepsake, helping to keep the experience alive for longer.

Barclaycard Perk Park feature stage dive photo activation

Back in 2018, Barclaycard created a stage dive experience for fans. Perk Park helped fans feel like rockstars by creating a digital experience that saw them jump into a crowd, complete with a backing band, before being taken through a backstage area. Fans were given a video of their experience at the end to share on social media and show of their new star credentials to friends and family.

NED recreates itself in the invitation-only area

The NED, part of Soho House, took over a space to offer an exclusive mini-NED experience that saw members relax and enjoy the atmosphere in style. Bringing their in-house mixologists, chefs and bar staff on site, it took a luxury area to the next level.

Artists wear gifted Ray-Bans on stage

Ray-Ban’s gifting area in the VIP section exceeded all expectations. The goal was to build relationships with artists and superstar guests. When artists wore their new sunglasses on stage the partnership truly came to life, with RayBan’s products being seen by huge and diverse audiences.

New for next year

New from 2024 will be the VIP Beach House and Flat Iron structure, complete with a viewing platform of the Great Oak Stage, karaoke bar, speakeasy and digital walkway experience.

— ENDS –

About AEG Global Partnerships

AEG Global Partnerships oversees the worldwide sales and servicing of sponsorships for AEG’s entire portfolio of assets. Creating customised and innovative marketing programs for established and emerging brands it has created some of the most iconic brand partnerships in the entertainment industry, including The O₂ in London and Coachella Music Festival.

Overall, the division manages naming rights deals, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 160 million guests annually. More information about AEG Global Partnerships can be found at www.aeggp.com.

About American Express presents BST Hyde Park

Set in London’s beautiful Royal Park, the event kicked off in 2013 with The Rolling Stones reliving their legendary 1969 gig, plus Bon Jovi, Lionel Richie and many more packing out the park for memorable summer nights.

The event has featured many now famous shows from Carole King, Celine Dion, Stevie Wonder, Barbra Streisand, Adele, The Rolling Stones, Taylor Swift, Robbie Williams, Black Sabbath, Take That, Kylie Minogue, The Who, Blur, Kendrick Lamar, The Strokes and so many more.

Every year, each headliner is joined by a full supporting line-up across multiple stages, from major superstars to handpicked developing acts performing for fans from across the UK and the world.

And the midweek programme allows free access to the site with outdoor cinema, street food markets, children’s theatre, fitness classes, summer sports screenings, evening events, live music and much more.

About AEG Europe

AEG Europe creates communities, places and spaces that deliver memorable moments through live entertainment and sports, giving the world reason to cheer.

AEG Europe is a subsidiary of AEG, the world’s leading sports and live entertainment company. AEG Europe’s extensive portfolio of live entertainment and sports assets across the region includes: an array of best-in-class venues, such as The O2and Eventim Apollo in London; Barclays Arena in Hamburg; Mercedes-Benz Arena, Uber Platz and Uber Eats Music Hall in Berlin; and Accor Arena in Paris; as well as renowned music festivals, including American Express presents BST Hyde Park in London and Rock en Seine in Paris. Our venues host some of the world’s best sports events and are home to prestigious sports franchises, including AEG’s own Berlin Eisbären ice hockey team at the Mercedes-Benz Arena.

Colleagues across Europe work together to create world-class live entertainment and sports experiences. AEG’s venue teams develop and operate best-in-class arenas and districts; AEG Presents promotes and manages concerts and tours, oversees renowned venues and produces some of the world’s leading music festivals; AXS Ticketing connects fans to events through specialist technology solutions; and AEG Global Partnerships links corporate brands into the company’s world-leading network of assets.