Sponsoring Hay Festival Wales

Hay is the most important literary festival in the Western World.”International New York Times

Hay brings writers and readers together to share stories and ideas in sustainable events on five continents. Our festivals inspire, examine and entertain. Join us to imagine the world as it is and as it might be.

Hay Festival Wales is set in the magical book town of Hay on Wye in the Black Mountains of the Brecon Beacons national park.

From individual event sponsorship to global strategic partnership, there are many interesting opportunities to reach the festival’s remarkable audiences.

We work with sponsors and partners to develop effective projects that meet specific objectives to an agreed budget. Our team supports sponsors to make the best of the opportunities during the festival and to forge strong and sustainable relationships that are mutually beneficial.

2015 Figures

  • 11 days
  • 500+ events
  • 242,000 tickets sold
  • 120,000 subscribers
  • 100,000 print programmes distributed
  • 550,000 web visitors annually
  • Global broadcast reach
  • 180+ accredited media
  • AVE £13.7m with circulation of 2,593,931,808 (source:Gorkana)

Reasons to sponsor Hay Festival

  • Brand association with festival at forefront of thought leadership
  • Uniqueness of the Hay experience
  • Share the Festival’s powerful vision of freedom of speech and the sharing of ideas
  • Reach the 100,000+ typically affluent yet time poor audiences, in a unique leisurely festival atmosphere


  • Opportunity to join festival digital and direct mailings
  • On screen advertising to festival audiences
  • Sampling opportunities
  • Major sponsors benefit from on site branding
  • Credit in the festival programme, on tickets and online
  • Hospitality and complimentary tickets for guests
  • Access to very limited number of exhibition spaces
  • Sponsor the Hay Festival
  • Sponsor the Hay Festival
  • Sponsor the Hay Festival
  • Sponsor the Hay Festival
Hay, just like the BBC Proms, has become a great Summer tradition and thanks to our new partnership, everyone’s invited to join in.” Tony Hall, Director General of the BBC

2015 Audience Demographics

16–24 yrs 7%31.5% London & South
25–34 yrs 13%30% Wales
35–44 yrs 18%24% Midlands
45–54 yrs 26%7.8% Scotland and North
55–64 yrs 18%5.7% East
65 yrs+ 18%1% International
62% female 38% male   ABC1’s

Media partners

BBC – Global Broadcast partners; broadcasting live events from the BBC Tent and main venues at Hay, recording programmes for broadcast across the network, with dedicated coverage on BBC Arts and on BBC iPlayer.

Telegraph Media Group – UK Print media partners and venue sponsors. The Telegraph produces a dedicated festival preview supplement that is distributed nationally and provide comprehensive editorial coverage throughout the festival.

International New York Times – extended the media coverage still further as well as having a presence on site to market subscriptions to the festival goers.

Sponsor the Hay Festival
We were particularly encouraged by the number of subscriptions we directly sold at the Hay Festival; these represented about half of the month’s incremental orders, with revenues that exceeded the cost of our event sponsorship.”International New York Times

Sponsorship Opportunities

Event and Series Sponsor

Sponsors and partners work closely with the festival team to select, from the festival programme, speakers who fit well with a sponsors brand values. e.g. Nobel Series, British Council Series, Baillie Gifford International Writers Series, Woodland Trust Series.

Project Sponsor

Work with the festival to develop projects for specific audiences or subject areas.
e.g. H&M Conscious – Just Fashion Project
NFU Mutual – Royal Drawing School Project
News Academy – Journalism Project
Love Reading4Kids – Reading Zone

Venue Sponsorship

Venue sponsorship gives very high brand awareness and intergration through programme listings, on site branding, ticketing and maps. e.g. Tata Tent, Telegraph Stage, Google Big Tent, Good Energy Stage, Friends Café, Festival Bar, Foodhall.


Thousands of children, young people and adults participate and benefit from the festival’s education and outreach projects:
Two day programme for schools
HAYDAYS programme for families
University student free ticket scheme
Scribblers Tour
Hay Levels


Full page £3,500 + vat
Half page £1,750 + vat

Banner adverts positioned on high traffic pages of the website. 30 day campaign £1,000 + vat

hayfestival.org web traffic reaches over 1/2 Million globally top ten countries: UK, Colombia, USA, Mexico, Spain, Ireland, Bangladesh, Germany, France, Australia.

Reach the festival audiences in their seats with on screen advertising in performance venues. price on application.

Exhibition spaces

A limited number of individual marquee units start from w3m x d6m and cost £6,500 + vat for the full eleven day duration of the festival. Other bespoke spaces are also available.

Recent exhibitors:
Highland Park, Tetley Tea, Fullers, Google, Eat Natural, Alpro Soya, Davidstow.

AGA, iBooks, Good Energy, London Library, National Trust, Woodland Trust, International New York Times.


For further information on sponsorship opportunities please contact Maggie Kerr or Maria Carreras 01497 822 620

Download Sponsor info pack