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Tomorrowland drinks to Coca-Cola partnership

Tommorowland Belgium has announced a partnership with Coca-Cola that will expand the Belgian electronic dance music festival through on-site activations, competitions and live streaming.

The multinational beverage supplier will join forces with Tommorowland to promote a pan-European consumer contest where winners will have the opportunity to gain backstage access and immersive in-person brand experiences at the festival, which runs over three weekends in July.

Coca-Cola will also back a live broadcast direct from the sold-out EDM event and exclusive artist access and content.

Organisers said: “This will be a key way for fans to be able to tune in and see sights and sounds from one of the world’s major dance music festivals if they do not have tickets to any of the three weekends of the festival.”

Thomas Oth, Coca-Cola country director for Belgium, said: “Passion fuels everything we do at Coca-Cola™, and nothing gets people moving, celebrating, and enjoying life like live music does. Music, just like sharing a Coca-Cola™, brings people together and when we mix the two together, it creates real magic.”

Tomorrowland Belgium takes place in De Schorre in Boom, a town between Antwerp and Brussels. This year it will be held over three weekends, from July 15-17, 22-24 and 29 to 31.

Some 400,000 people attended the most recent Tomorrowland Belgium event when it was staged in 2019.