Generally festival-goers "aren't negatively affected" by the presence of the brands at festivals anymore, according to Ian Forshaw from Beach Break Live during the Leveraging Brand Activity panel at the UK Festival Conference.
He did say however that brands must work closely with promoters to maximize their opportunity.
Chris Thornhill from Tuborg added that, “[it’s] important to add something that’s relevant to the festival.”
Aptly the prize was awarded to Coca Cola and Cake for their Recycling Campaign, which worked with festivals to promote cleaner greener event sites.
A special mention went to Orange's presence at Glastonbury.