Rock in Rio Has Sold 8,000 Hours of Branded Experience, and That Is Not a Side Business

Rock in Rio 2026 is set to have 8,000 hours of branded experience, along with over 100 activations and approximately a million giveaways spread across seven days at a 385,000-square-meter site. The festival, which features more than 90 brands as sponsors, media partners, or supporters, as well as about 40 additional companies operating within the Cidade do Rock, provides a retail environment where attendees can engage with multiple brands throughout their visit.

Itaú serves as the master sponsor for the eighth consecutive edition, which is considered close to permanent in Brazilian festival terms. Other notable brands participating include Heineken, Coca-Cola, Seara, Ipiranga, KitKat, Prudential, TIM, Natura, Doritos, Superbet, iFood, C&A, and Volkswagen.

The activation of brand experiences runs continuously throughout the festival, running parallel to the stages, which explains the significant difference between the 7 days of music and the 8,000 hours of brand experience. Itaú's sponsorship of the festival marks the eighth consecutive year, a testament to its commitment. The economic impact of the festival is estimated at R$3.3 billion (around US$640 million) by a study conducted by the Fundação Getulio Vargas.

However, it is crucial to note that this figure is a commissioned estimate and should be treated as such, rather than an audited result. The report covers gross activity rather than net gain, which includes factors such as hotel occupancy, airport traffic, and hospitality spend. The festival is scheduled to take place from September 4 to 7, and September 11 to 13, 2026, at the Cidade do Rock in the Parque Olímpico, Rio de Janeiro.