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Coachella Music Festival - Image by Benjamin Farren on Pexels

Every year, Coachella does something that few cultural events manage at scale: it moves markets. Not just in music or fashion, but in the quieter, more consequential world of brand procurement. As the 2026 edition takes shape, a pattern is emerging among sponsors and merchandise distributors that deserves attention from anyone managing event marketing budgets in Europe and beyond.

Image by StartupStockPhotos from Pixabay

Many startups depend on funding to get their operations off the ground. When investors are doing their due diligence to find out if their money will be in good hands,…