Klarna has been revealed as the headline sponsor for Latitude Festival 2025 – marking its first major UK festival partnership and the start of a multi-year collaboration.

As lead sponsor, Klarna will bring bold branding and a standout presence across the festival, along with an immersive on-site experience featuring exclusive perks and giveaways.

The move highlights Klarna’s growing footprint in the experience economy, expanding beyond retail into sectors like travel and ticketing.

Research shows that “88% of event goers are more likely to notice a brand when they’re at a music event,” making the festival – which attracts up to 40,000 attendees daily – a key opportunity for the brand.

Klarna also supports access to these events with flexible payment options.

A recent survey found that compared to credit cards, “53% say BNPL gives them more control, 43% say it’s easier to manage and 42% believe it helps them budget.”

Latitude tickets are available via Ticketmaster, where Klarna offers “Pay in Full, Pay in 30 Days, or Pay in 3 interest-free installments” at checkout.

Raji Behal, Head of Western and Southern Europe at Klarna, said: “We’re thrilled to be the headline sponsor of Latitude Festival this year. Klarna is all about helping people spend smarter – whether that’s budgeting for unforgettable experiences like festival tickets or finding great prices on the outfits and equipment to go with them. Latitude and Klarna are a match made in musical heaven, and we’re excited to bring our bold energy to the festival and create standout moments for festival-goers all weekend long.”

Melvin Benn, Managing Director of Festival Republic, said: “We’re excited to welcome Klarna as the headline sponsor for Latitude 2025. Through our partnership, we’ll continue to offer flexible payment options, making it easier for fans to plan and enjoy the experiences they love. Klarna’s innovative approach aligns perfectly with Latitude’s spirit and together we’re excited to create unforgettable moments for festival attendees.”