Sport & Entertainment
JAM | Jun 6, 2023

Red Stripe’s partnership with Reggae Sumfest endures

/ Our Today

Reading Time: 5 minutes

Celebrating 28 years of Sumfest Sponsorship

Veteran dancehall deejay Spragga Benz and dancehall singer-songwriter and actor, Cham, perform during a tribute to Madhouse Records producer Dave Kelly at Reggae Sumfest on Saturday, July 23, 2022. (Photo Contributed)

Red Stripe, the iconic Jamaican beer brand, is celebrating a major milestone, as it sponsors the annual Reggae Sumfest for the 28th year of the festival’s 30-year existence. 

This milestone achievement is a testament to the brand’s deep roots in the country and reflects Red Stripe’s deep commitment to supporting and promoting Jamaican culture, music, and entertainment. For over 90 years, Red Stripe has been a part of Jamaica’s cultural fabric, and its commitment to Jamaican music and entertainment has remained steadfast throughout its history.  

The brand’s association has helped to strengthen its reputation as a true embodiment of Brand Jamaica, and it continues to be a source of pride for Jamaicans both at home and abroad. 

Red Stripe and Sumfest

Cheers to greatness! Red Stripe’s Head of Commerce Sean Wallace (left) and Executive Producer of Reggae Sumfest, Joe Bogdanovich grateful for 28 years of a fulfilling partnership (Photo Contributed)

Red Stripe’s involvement with Sumfest dates back to its inception in 1993 when the Jamaican beer brand became the title sponsor of the music festival. Over the years, Red Stripe has invested heavily in the festival, not only as a sponsor but also as a strategic partner, helping to shape the festival’s brand and reputation.

One of the key ways in which Red Stripe has supported Sumfest is by sponsoring the festival’s main stage, which was then known as the Red Stripe Stage. This stage was the centrepiece of the festival and featured performances by some of the biggest names in reggae and dancehall music.

Red Stripe has also played a key role in promoting Sumfest both in Jamaica and around the world. The company has used its marketing and advertising channels to help promote the festival and has worked with the festival organizers to create a range of promotional materials, including posters, banners, and other merchandise.

 Lifestyle and fitness influencer, Megan McNaughton indulged in a taste of what’s to come for the 2023 staging of Reggae Sumfest at the recently held media launch hosted at the Iberostar hotel in Montego Bay.  (Photo Contributed)

Overall, Red Stripe’s involvement with Sumfest has been a critical part of the festival’s success over the years. The partnership between Red Stripe and Sumfest has helped to elevate Jamaican music to a global audience and has played a key role in promoting Jamaica as a cultural destination. 

As Reggae Sumfest gears up for its 30th-anniversary celebrations, Red Stripe is proud to continue its support for the festival and looks forward to many more years of partnership and collaboration with the Jamaican music industry. Head of Commercial at Red Stripe, Sean Wallace is emphasising the significance of the brand’s long-standing partnership with Reggae Sumfest.

More than a sponsorship deal

According to him, “Red Stripe is proud to be part of a festival that has become a global platform for Jamaican music and culture. We are committed to promoting and celebrating the rich history and culture of Jamaican music, and our sponsorship of the festival is just one example of that commitment. Our partnership with Reggae Sumfest is more than just a sponsorship deal, it’s a deep-rooted commitment to supporting Jamaican music and entertainment and showcasing the best of Jamaica to the world. We look forward to celebrating with music lovers from all over the world at this year’s festival.” 

Bagdonovich praising Red Stripe’s unwavering support

Can’t miss a moment! The crowd at Reggae Sumfest’s Reggae Night on July 23, 2022, was captivated by the exciting performances from a lineup of artists. (Photo Contributed)

CEO of Downsound Entertainment and Executive Producer of Reggae Sumfest, Joe Bagdonovich, praised Red Stripe for its unwavering support for the festival over the years, stating, “We are grateful for the partnership we have had with Red Stripe. They have been with us from almost inception. Red Stripe has played a significant role in the growth and success of Reggae Sumfest as one of our longest partnerships in 30 years.”

In addition to its long-standing partnership with Reggae Sumfest, Red Stripe is proud to sponsor several lead-up events to the festival. These include the annual All White Party and the Street Dance, which have become highly anticipated events on the Jamaican entertainment calendar. 

Lead-up events to the festival

These events provide a platform for up-and-coming artists to showcase their talent and help to create excitement and anticipation for the main event, Reggae Sumfest. During the festival nights, patrons can expect a range of exciting activities and experiences from Red Stripe. 

The brand will be presenting the Living Legends Awards to two iconic figures in the world of dancehall and reggae music, in recognition of their contributions to the industry and their impact on Jamaican culture. In addition to the Living Legends Awards, Red Stripe will have a presence throughout the festival, offering a great portfolio of products for patrons to enjoy. 

From ice-cold Red Stripe beer to refreshing non-alcoholic options, there will be something for everyone to enjoy. The much-anticipated music festival, which is one of the largest and most popular in the Caribbean, will take place in Montego Bay from July 17th to 23rd.

 With its unwavering commitment to supporting Jamaican music and culture, Red Stripe has become an integral part of the Sumfest experience, and this year’s event promises to be bigger and better than ever before.


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