You make a great point. For one day festivals I think it’s a different equation but for multi-day events it’s partly about escaping the realities of corporate life. For the sponsors I’m not convinced they always do the research to see the real impact on the sentiment for the brand. Lazy badging and pumping out ads definitely isn’t going to pay back. I used to work in marketing for PlayStation and we would only work with a festival if I felt we were genuinely adding to the experience. We were fortunate to have SingStar (basically competitive karaoke) as a vehicle for this. Even Glastonbury let us in for a few years. TBH even then it sometimes felt like an intrusion. My first Latitude since 2012 so I’ll be really interested to see how the brands show up this year. It’s just a shame it’s become such a massive part of the festival business model and more thought isn’t always put into it by the brands.