Vimto has been announced as this year’s headline sponsor of Fusion, one of the UK’s major outdoor family friendly music festivals.

Fusion Festival with Vimto will take place at Birmingham’s Cofton Park on the 29th and 30th August, attracting more than 40,000 festival-goers. The weekend will feature live performances from some of the world’s biggest pop acts, previous performers have included Jessie J, Pitbull, Labrinth and The Vamps.

Held in association with Capital FM, 4 Music and in support of the Princes Trust, headline sponsorship is intended to boost Vimto’s awareness among the brand’s target audience of secondary school families.

Vicky Marsden, Vimto brand manager, said: “Fusion is a great fit for Vimto. Sponsoring the festival allows us to drive brand awareness and trial to an audience of teens and families, that we know both the brand and the festival appeals to and we’ll be hosting activity at the event to inject even more fun into the occasion.”

Damien Sanders, director of The Fusion Festival, said: “We are absolutely delighted to have secured such a major agreement with such an iconic British brand. Fusion Festival is a very family oriented event and I couldn’t think of a better brand match than Vimto, a company that shares our values and sense of fun."

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