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AFAS Live and BeatBox Beverages join forces for a multi-year partnership. Starting September 2025, BeatBox will become the Official Partner of AFAS Live, focusing on broad brand activation within the venue — from visibility and tastings to full inclusion in the beverage assortment at all bars.

Rick Gemser, Commercial Director of AFAS Live, says: “BeatBox is a perfect fit for our young and energetic audience. Gen Z is everywhere in our venue and sets the trends. Our programming attracts exactly the visitors BeatBox wants to reach, making AFAS Live a natural place to position the brand in the Netherlands. Here, everyone can not only see BeatBox but also experience it during their night out.”

Kevin Wygant, Vice President of Global Business Development at BeatBox, adds: “AFAS Live brings together exactly the people we want to reach. By being part of their concert experience, we make BeatBox visible, relevant, and — above all — fun. That’s exactly why we chose this partnership.”

The BeatBox Talent Stage will also get a distinct BeatBox look, serving as a platform for emerging talent and a place where the energy of the brand is clearly felt. BeatBox will use this stage to bring the audience into direct contact with their party punch, allowing visitors to experience the brand in an environment centered around music, fun, and discovery — where brand and music experience literally come together.

Visitors can discover BeatBox party punch at various locations throughout AFAS Live. Blue Razzberry and Fruit Punch will be available at all bars in the public areas, while Orange Blast and Juicy Mango have been added exclusively to the Talent Stage bar and VIP areas. During many shows, tasting activations will also be held to give visitors an easy way to try the different flavors.

We connect music, taste, and experience in one environment and look forward to a long-lasting collaboration.