Country music boom draws McDonald's, Hahn and Ariat to Strummingbird

Country music's growing popularity in Australia is attracting some big-name advertisers, with McDonald's, Hahn and Ariat signing on for Live Nation's Strummingbird festival.

The partnerships come as Live Nation reports a 746% increase in Australian country music ticket sales since 2019, alongside a 4.5-fold increase in country music shows booked between 2024 and 2025.

The figures point to a genre moving well beyond its traditional audience, opening new opportunities for brands looking to connect with country music fans through live experiences.

Strummingbird, taking place on 17 and 18 October, will feature a series of branded activations designed to bring sponsors into the festival experience.

Hahn will host a saloon-themed stage, while McDonald's is introducing its House of Country activation. Western footwear and apparel brand Ariat will offer an on-site retail experience.

The three brands join returning partners Red Bull and Bundaberg Rum.

Rather than simply placing logos around the festival, the partnerships are designed to give audiences opportunities to interact with brands throughout the event.

Kristy Rosser, SVP of media and sponsorship at Live Nation said Strummingbird’s debut in 2025 showed an "incredible appetite" for country music and its culture in Australia.

“For brands, the opportunity is to create spaces where fans can gather, connect and share memories they’ll talk about long after they leave," Rosser said via a press release. 

"The partnerships that leave a lasting impression are those that genuinely add value, embrace the culture of the community and help create meaningful experiences fans will remember."