You’ve probably heard of the Global Citizen Festival, the annual free (but ticketed) music festival held on the Great Lawn in New York’s Central Park. It’s organized by Global Citizen, an organization dedicated to ending extreme poverty by 2030. Today it announced that global financial company Citi will serve as the festival’s presenting sponsor for the next three years.
The partners also announced this year’s lineup, which includes Janet Jackson, The Weeknd, Shawn Mendes, Cardi B and Janelle Monae. John Legend will give a special guest performance at the event, and Hugh Jackman and Deborra-lee Furness will host the event, held this year on Sept. 29.
Citi has worked with Global Citizen since the first festival took place in 2012, so the news is simply a continuation of the duo’s ongoing relationship.
“For us the partnership is so powerful and longstanding, simply because we have a shared goal. Enabling progress has been Citi’s mission for over two centuries and together with a partner like Global Citizen we can further amplify that message. It’s completely in line with what we have been talking about and working on for years,” Jennifer Breithaupt, global consumer CMO, Citi, said. “As a global bank, connecting millions of people across hundreds of countries and cities, we really do have a unique position to stand for issues that matter most everywhere around the world. To take this partnership from New York into a global partnership is really exciting.”
“Jen [Breithaupt] has personally, through her career, taken a huge interest in the cause, along with some of her colleagues. They have shown great support to Global Citizens, the whole organization has taken interest in it, so we are incredibly thankful for that,” Hugh Evans, co-founder and CEO of Global Citizen, said. “They have an objective to ensure shared progress for society and that is very much in line with Global Citizen poverty alleviation objectives.”
For the festival last year, Citi created special Global Citizen Citi bikes that were placed throughout New York during Global Citizen Week and also worked with Live Nation to livestream the entire festival. That same week Citi also put together an exclusive performance by Mumford & Sons for Citi card members, held to support Global Citizen and Children in Conflict. The company also had its own ultimate VIP lounge at the festival as well.
This year, festival attendees can expect to see Citi in a big way at the actual event including a VIP lounge on site as well as charging stations and various other activations. Citi is also working with its media partners, including MSNBC, to spread awareness about the festival and subsequent events that take place during Global Citizen week—which coincides with the United Nations General Assembly meetings.
“Together we’ve put together a really great slate of activities that will take us from today, all the way to Sept. 29 and after into some of the other partnerships we have together,” Breithaupt said.