Festival promoters Superstruct Entertainment has launched The Front Row, a new event series that aims to give brands and agencies insight into partnerships in live entertainment and outdoor events.
The first instalment in the series took place in London on 15 October, with the theme ‘Can Brands Create Joy and Connection at Festivals?‘. The event featured a keynote from Luisa Fortuna, Superstruct’s global research and strategy lead, and a fireside conversation between Alex Mahon, CEO of Superstruct Entertainment, and Glyn Fussell, co-founder of Mighty Hoopla, moderated by Nick Lound of Superstruct UK.
Partnerships discussed included DHL’s presence at Lost Village, UNO at Boardmasters and Lidl teaming up with Hunsnet, which the company says show how brands can move past standard sponsorship and craft experiences to create deeper audience engagement.
Alex Mahon, CEO of Superstruct Entertainment, said: “Live experiences offer something fundamentally different: the opportunity to be present, discover something unexpected and connect with other people in real life. That’s what makes festivals so powerful.
“For brands, the opportunity isn’t simply to be seen. It’s to understand what makes each festival and its audience distinctive, and to contribute something that makes the experience more valuable for fans. Through The Front Row, we want to help brands and live entertainment leaders understand how to create partnerships that deliver genuine value for audiences and businesses alike.”
The next event in The Front Row series will take place in February 2027.
