Occident will lend its name to the alma Occident festivals in Barcelona and Madrid

"The insurer will act as the naming sponsor for the two alma Occident festivals set to take place in Barcelona and Madrid in 2025"

Occident has signed a new partnership agreement to become the sponsor of the alma Occident festivals. Taking another step in its sponsorship strategy, the insurance company will lend its name to the upcoming editions planned in Barcelona and Madrid. This partnership extends the relationship between Occident and the Alma festivals, which began in 2024 when the insurer sponsored the inaugural event in Madrid under the name "alma Occident Madrid", drawing over 65,000 attendees. For 2025, the festival will expand to Barcelona.

The upcoming editions of alma Occident in each city, scheduled for summer 2025, will feature performances by renowned international musical artists, including the Irish band The Corrs and the Jeff Tweedy-led group Wilco, who will perform in both Barcelona and Madrid. Additionally, Spanish acts such as Zahara, Natalia Lacunza, and Guitarricadelafuente will perform in Barcelona.

As part of this agreement, Occident will enjoy significant visibility at the festivals. Its branding will be featured on stages, photocalls, entrances, tickets, and concert screens. The insurer will also provide the "Occident Zone" in the VIP areas of each venue.

According to Berta Solé, Director of Marketing and Communication at Occident, "This agreement demonstrates our continued commitment to culture and music in our country, adding another strategic sponsorship". She further stated, "Occident is a relatable brand that strives to offer its clients and the general public unique experiences that create a positive impact".

The festival directors expressed their gratitude to Occident for its support, highlighting that shared values such as passion, dedication, and care for people strengthen the connection between the two brands. "alma has always put its heart into every detail, and this partnership reinforces our commitment to what matters most: our audience", they noted.

The agreement was signed at the Sala dels Maons in Antoni Gaudí's Torre Bellesguard.

The alma Occident festivals are designed to offer a unique and meticulously crafted experience, placing the well-being of the audience at the centre of their proposal. From spaces specifically designed for attendee comfort to a "village" area featuring daily concerts by emerging artists, the festivals aim to boost the careers of up-and-coming local talents.

Rounding out the experience is a high-level culinary offering that pairs perfectly with the musical programme. Additionally, alma Occident takes place in iconic and emblematic venues surrounded by green spaces, such as Tierno Galván Park in Madrid and Poble Espanyol in Barcelona, adding a special touch to the festival’s atmosphere.

Commitment to sustainability

The festival incorporates environmentally friendly practices in every edition. Key initiatives include reducing plastic use and promoting water conservation through measures such as installing aerators on taps.