CBGB festivalTaking place September 25-26, 2026 at Under the K Bridge Park in Brooklynannounced the expansion of its partnership program and designation of UG Strategies (UGS) as a strategic brand partnership agency. Under the multi-year agreement, UGS will secure local and national sponsorship sales, strategic brand partnerships, experiential marketing initiatives and corporate hospitality opportunities for the festival as it reintroduces one of music’s most influential cultural brands to a new generation.
Inspired by the spirit of the legendary Bowery club that changed music forever, the CBGB Music Festival celebrates the artists, venues, neighborhoods and creative communities that continue to define New York City’s musical and cultural identity. The festival will feature multiple stages, emerging and established artists, immersive fan experiences and food and beverage programming.
“The name CBGB represents much more than a venue – it represents a movement that inspires artists and music fans around the world,” said Philip Sandhouse for CBGB’s. “As we created this new chapter, we sought a partner who knew how to connect iconic cultural properties with world-class brands in an authentic way. UG Strategies brings the understanding, relationships, creativity and strategic vision that help us build meaningful partnerships that strengthen the festival and make CBGB legendary.””
The designation signals the launch of a limited number of category-exclusive founding partnerships in the consumer brand, technology, automotive, financial services, telecommunications, hospitality, beverages, apparel, gaming, media, travel and lifestyle sectors.
Partnership opportunities include large-scale experiential activations, branded stages, branded streaming opportunities, VIP and corporate group hospitality experiences, digital integration, sustainability initiatives and year-round marketing programs beyond the festival weekend.
“Some names in music carry the cultural significance of CBGB,” said pollen store,Founder and CEO of UG Strategies (UGS).. “This is an opportunity for brands to align with an authentic piece of music history while helping shape the future of one of New York City’s most exciting new festivals. Our focus is on building partnerships that make the CBGB legacy feel organic, create memorable experiences for fans, and deliver measurable value for our partners long after the festival ends.”“
The program is designed to provide a select group of brands with category exclusivity, integrated marketing opportunities, premium hospitality, original content creation, on-site consumer engagement and year-round visibility across CBGB Festival marketing channels. The founding partners will play an integral role in helping establish the festival as a premier annual cultural event celebrating live music, creativity and New York City’s enduring influence on global music culture.
New York City’s most legendary rock club returns this fall with a 2026 edition. CBGB festivaland has announced a two-day expansion and full lineup for its two main stages – CBGB stage And Marshall Presents: Healy’s Stage – Friday September 25 and Saturday September 26 at K Bridge Park in Brooklyn. Electronic music pioneer Prodigy With the title being added on Friday night Brutality 3000, SextileAnd Lip CriticWith Saturday’s iconic lineup Morrissey, Interpol, Patti Smith, Circle Jerks, sex pistoland more
CBGB Festival Brand Partnership
Existing partners confirmed for CBGB Festival 2026 include: LVE Music,Soundhouse, The Bowery Presents, Marshal, Woodstock CannabisAnd others will be engineered through UGS. Partnership opportunities available include on-site event activation throughout the weekend, sampling, digital content and data rights, hospitality and multi-event visibility.
communication UGS For available partnership opportunities.
All Art – CBGB’s / UGS
