Strummingbird signs Hahn, McDonald’s and Ariat for 2026

Country music festival Strummingbird has added Hahn, McDonald’s, and Ariat to its 2026 brand partner lineup, with activations including branded stages, food sampling, and boot customisation.

The new partners join returning sponsors Red Bull and Diageo’s Bundaberg Rum, Casamigos Tequila and Gordon’s Gin.

Presented by Kicks Entertainment and Live Nation Australia, the festival returns to Newcastle on 17 October and the Sunshine Coast on 18 October, following its debut in Ballarat, Victoria.

Brands take the stage

Hahn has secured presenting rights to the Hahn Saloon Stage and Bar, a second-stage venue featuring live acts and line dancing between sets.

Bundaberg Rum returns for a second year as presenting partner of the Strummo Bowlo. The activation recreates elements of a regional bowling club, with a heritage-style façade, bar, lawn bowls and dance-floor music.

McDonald’s will offer experiences across all three locations, including Grimace appearances, merchandise giveaways, and sampling of its new Nashville Range.

Its House of Country hubs in Ballarat and Newcastle will feature additional live music between sets. On the Sunshine Coast, its activities include photo opportunities and custom boot personalisation with Ariat.

As the festival’s official Western apparel and boot partner, Ariat will also run an on-site store on the Sunshine Coast, selling boots, clothing and festival accessories.

Red Bull returns to the partner roster, with its Summer Edition Sudachi Lime available to VIP ticketholders.

Country culture shapes sponsorship approach

Kristy Rosser, Senior Vice President, Media and Sponsorship at Live Nation Australia & New Zealand, said the partnerships reflected how audiences engage with country music beyond the performances.

“Country fans don’t just turn up for the headline act. They come for the songs they know by heart, the line-dancing, boots and hats, and the chance to share unforgettable moments with friends who love the genre as much as they do. Strummingbird’s 2025 debut showed the incredible appetite for country music and its culture in Australia.

“For brands, the opportunity is to create spaces where fans can gather, connect and share memories they’ll talk about long after they leave. The partnerships that leave a lasting impression are those that genuinely add value, embrace the culture of the community and help create meaningful experiences fans will remember."

The 2026 artist line-up includes Tyler Childers at Newcastle and the Sunshine Coast, Sam Barber at Ballarat, and James Johnston, Bailey Zimmerman, Cooper Alan, Brad Cox and Stella Lefty.

Live Nation reports rising country demand

Live Nation’s Step Into Country research identifies Australia as the world’s third-largest country music market, behind the United States and Canada.

The company reports a 746 per cent increase in live country music ticket sales since 2019. It also says the number of Live Nation country music shows booked in Australia increased 4.5-fold between 2024 and 2025.