New Zealand born iconic music festival Rhythm and Vines is set to usher in 2026 with its 23rd edition, bringing returning major brand partners, first-time activations and a globally recognised lineup to Waiohika Estate from 28 December to 1 January.
The Gisborne-based festival, famous for hosting the world’s first New Year sunrise, will once again transform the estate into a large-scale cultural hub, attracting thousands of local and international music fans across the five-day celebration.
This year’s brand partnerships have been curated in collaboration with Live Nation’s Media and Sponsorships team, with a focus on immersive experiences designed to deepen fan engagement and build long-term brand loyalty.
Returning partners and new debuts across the site
Telecommunications brand One NZ continues its long-standing role as pre-sale and presenting partner of the One NZ
Vines Stage, offering exclusive camping perks and VIP side-of-stage access.
New for 2025, One NZ will introduce a Prepay Plus claw machine, giving festival-goers daily chances to win prizes including new mobile phones.
Uber One returns with a new activation, the Uber One Diner, offering members prime views of the stages alongside daily food drops and drinks, positioning the space as a premium festival vantage point.
Red Bull brings its signature high-energy programming back to Rhythm and Vines with the Shred Shed, partnering with
F45 athletes to deliver daily workouts and hosting the Red Bull Run Club across the festival.
Platypus Shoes joins the festival with Kicks Club, an immersive nightclub-style activation featuring house, EDM, pop and karaoke sessions designed to extend the nightlife experience well beyond the main stages.
Asahi Beverages’ X by Long White will make its Rhythm and Vines debut as the official vodka RTD partner, activating a hilltop zone for fans to drink and celebrate. Lipton will return with its popular waterslide activation, offering festival-goers a cool-down moment paired with No Sugar Ice Tea, while Lion’s Speight’s takes on the role of official beer partner.
McDonald’s also returns, serving free soft serve at the Macca’s Sweet Spot and introducing a new McDonaldland mini putt experience. Sports drink brand Bodyarmor Lyte will make its New Zealand festival debut, offering hydration stations featuring its five-electrolyte formula.
Brands lean into live music impact
Live Nation’s recent Living for Live study highlights why brands are doubling down on festival partnerships, with 97% of music fans saying they want brands to play a bigger role in live music experiences.
The research also shows a 75% lift in brand consideration, a 70% increase in purchase intent and 80% of fans leaving festivals with more positive brand sentiment.
Kristy Rosser, senior vice president and head of media and sponsorship at Live Nation Australia and New Zealand, said the partnerships are designed to enhance the festival experience rather than simply sit alongside it.
“Our partners aren’t just sponsors; they’re adding to the cultural fabric of the festival,” Rosser said. “From VIP upgrades to playful activations, these collaborations turn Rhythm and Vines into an amplified experience for fans, with the 2025 edition promising to be our most dynamic yet.”
Beyond the brand activations, Rhythm and Vines 2025 will feature more than 100 artists across multiple stages.
Headliners include Kid Cudi, Turnstile and Wilkinson, alongside international and local acts such as 070 Shake, L.A.B, Maribou State, A-Trak, Corrella, There’s a Tuesday, Kanine, Notion, Sam Gellaitry, Skepsis and Cyril.
Ticket hierarchy ranges from GA, VIP to camping options, with the festival once again positioning itself as the ultimate destination to welcome the new year.