Partnering with one of Europe’s leading festivals

• The automotive brand and the music festival sign a partnership agreement for the next three years
• CUPRA and Primavera Sound begin a new era for the festival, which will increase its capacity in 2022 in its most ambitious edition ever
• The two brands will reveal the festival’s artist line-up on May 25^th powered by the CUPRA Born, the brand’s first 100% electric model

Barcelona, 12-05-2021 – CUPRA and Primavera Sound are kicking off a new era together to inspire the world from Barcelona. The automotive brand and the music festival will closely collaborate for the next three years to explore new ways of experiencing music. Ahead of the next edition of Primavera Sound in 2022, the two brands have unveiled a teaser of the artist line up powered by the CUPRA Born, the brand’s first 100% electric model, which will also make its world premiere this month.

CUPRA and Primavera Sound begin their collaboration at a key moment for both brands. The automotive firm is about to present the CUPRA Born, its new model which is set to be the impulse of a new era in the electric market thanks to its stimulating design, inspired by the city of Barcelona, and its contemporary performance. At the same time, Primavera Sound will return in 2022 in what will be its most ambitious event ever.

CUPRA President Wayne Griffiths said: “CUPRA is an unconventional challenger brand that inspires the world from Barcelona with progressive cars and experiences. Primavera Sound has become the city’s most iconic festival with a global reach. This collaboration is a unique opportunity to inspire the world together and explore new ways of experiencing music, while increasing the global awareness of both brands. This is just the first step for CUPRA in the world of music and the beginning of a long-term partnership with Primavera Sound.”

Alfonzo Lanza, co-Director of Primavera Sound, explained: “It is a privilege for Primavera Sound finding in CUPRA an ally who perfectly understands both the identity and the aspirations of the festival. Together we can face this new and ambitious growth stage and make the festival a benchmark for the whole planet from our city, Barcelona.”

Two brands, a new era

CUPRA and Primavera Sound begin their collaboration with a view to the festival’s next edition in 2022. Its long-awaited 20^th anniversary is set to become the world’s urban festival of reference and the largest open-air cultural event in southern Europe. The partnership between CUPRA and the festival, which will run for the next three years, shows the automotive firm’s support to one of the greatest annual highlights of the music industry.

After more than a year without being able to enjoy live music, CUPRA and Primavera Sound aim to create new musical experiences that will generate emotions for the fans. Beyond the presence that CUPRA will have at the festival, the two brands are working on new projects to take the musical experience further, allowing music lovers from all over the world to experience it in a different way.

The line-up of artists participating in Primavera Sound 2022 will be announced on Tuesday 25 May powered by the CUPRA Born.