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.
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— last modified 23 November 2017 The current EU trade agenda shows a level of ambition and leadership never seen before, as Europe takes on the mantle of global champion…
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