Europeade 2028 Sponsorship Concept : World Citizen Society

Overview

Europeade 2028

A European project with heart

The Europeade has traditionally been held annually for over 60 years, rotating among different European cities. The 2028 Europeade, organized by the EURODE city partnership, is a pilot project marking the first time Europe’s most significant folk culture festival will be held across national borders. This unique positioning offers sponsors an unparalleled opportunity to associate their brand with European integration, transnational cooperation, and authentic cultural diversity, all while benefiting from the increased media reach provided by the twin-city format.

Visit Eurode City Partnership

Core Values for Sponsors

Crossing European Borders & Unification

A symbol of modern Europe

A symbolic European project

EURODE since 1991, Maastricht Treaty signatory

German-Dutch Cultural Exchange

Cross-border cooperation

Reaching across two countries

Approx. 150,000+ visitors

Regional and European attention

Innovative event format

Expected visitors

150.000+

Festival Days

European countries

30+

Artists

5.000+

The Event: Facts & Strategic Concept

The European City

Eurode

Eurode is the first public-law entity established between two municipalities from different countries, founded in 1998
Herzogenrath and Kerkrade have formed a geographical and cultural unit for centuries
A symbol of European integration since the Maastricht Treaty of 1991
Key areas of cooperation: economic development, transportation, education, public safety, culture, and sports
Total population: approx. 93,000
Cross-border day-to-day cooperation
Established infrastructure for international events
Cultural infrastructure in both cities

The Twin-City Format

Unique selling points

Cross-border artist presence and logistics
Trilingual communication: German, Dutch, French
Presentation of a European border region as a model
Innovative Event Structure: Twin-City Format

Program Structure

Kerkrade

Co-opening event
Secondary Stage & Performances
Cultural Workshops
Dutch-German Cultural Exchange Programs

Cross-border elements

Parade Across the Border
Shuttle service between the two cities
Cross-border jam sessions
Joint Closing Ceremony

Herzogenrath

Opening Ceremony
Main Stage & Arena Events
Artist Accommodations Hub
Europeade Forum Center

Value Proposition for Sponsors

Positioning as a European flagship project

The Narrative of European Integration

Europeade 2028 as a symbol of boundless European cooperation
Direct link to the Maastricht Treaty and European integration
Sponsors are seen as supporters of transnational projects
Particularly valuable for companies with an EU strategy, a focus on the Euregio, or cross-border activities

Authentic boundary-crossing

Putting European ideals into practice at the local level
Media narratives about “Europe without borders” shape global perceptions
B2B networking across national borders
Access to German-Dutch networks

Dual-Country Reach & Visibility

Direct presence

Over 150,000 visitors spread over 5 days
Traffic between the two cities – Crossing the border as an experience
Average length of stay: 20–28 hours

Media reach

German television coverage is planned regionally on WDR and nationally on ARD, ZDF, 3Sat, or arte
Dutch media partners are planned for regional coverage on L1 and national coverage on NPO
European TV coverage planned through EBU partnership
Bilateral press campaigns in both countries

Regional & Economic Impacts

Economic revival in both cities (hospitality, restaurants, retail)

Promoting the cultural heritage of the border region at the European level

International Recognition for Euregio Cooperation

Long-term destination branding as “Europe of the People”

Sponsorship Packages & Categories

Sponsorship Levels

Bronze Partner

€

1.000 – 19.999

Logo on the website and event materials
A few hospitality tickets
Social media mentions

Silber Partner

€

20.000 – 39.999

Logo on the website and event materials
Hospitality tickets
Booth at the Europeade Forum (one city)
Social media mentions
Mention in the program

Gold Partner

€

40.000 – 75.000

Logo at both locations
Bilateral hospitality packages
Booth at the Europeade Forum
German & Dutch press releases
Logo on event merchandise
Regional media coverage

Platinum Partner

€

75.000+

Logo at both locations
Exclusive bilateral hospitality
VIP access to the opening in Germany and the Netherlands
Naming of cross-border elements
Primary media partnership
Unique engagement opportunities

Special Categories (Border Focus)

“Border Experience Partner” – Coordination of the Border Parade
“Dual-City Shuttle Partner” – Intercity Transportation/Mobility
“Border Region Cultural Ambassador” – Narrative & Communication

In-kind sponsorship (Special Feature)

Provision of Cross-Border Transportation Services
Bilateral media support
Border crossing infrastructure (signage, information)

Total Budget & Funding Framework

Budget Overview

Category	Amount	Percentage
Hospitality & Logistics (meals, accommodation, transportation, border logistics)	850.000 €	56,7%
Infrastructure & Facilities (both locations)	250.000 €	16,7%
Communication & Image (bilingual)	200.000 €	13,3%
Security & Protection (border control)	110.000 €	7,3%
Staff & Support	80.000 €	5,3%
Other costs	20.000 €	1,3%
TOTAL BUDGET	1.510.000 €	100%

Sources of funding

Source	Amount
Artist quotas	550.000 €
Corporate Sponsorship	500.000 €
EURODE Funding	200.000 €
German funding (federal and state)	150.000 €
Dutch funding (Province of Limburg)	110.000 €
FUNDING GAP / SPONSORSHIP GOAL	500.000 €

Available EU funding opportunities through grant applications

Interreg VI A Germany-Netherlands

Budget: 119 million euros for the border region
Grant amount: up to €200,000 (co-financing available)
Specifically for cross-border cultural projects

EUREGIO Meuse-Rhine Fund

Targeted support for cross-border projects
Grant amount: up to €50,000

German and Dutch Ministries of Culture

Germany: up to €100,000
Netherlands: up to €80,000

Sponsorship Activations (Twin-City Model)

In-Event Activations

Herzogenrath Activations

Main Stage Activation Options
VIP Hospitality in the City Center
Brand booths at the Europeade Forum
Attendance at the Opening Ceremony

Kerkrade Activations

Co-Opening Events
Cultural Workshop Activities
Brand presence in the Netherlands
Sponsorship of Dutch-German Cultural Exchange

Cross-border Activations (unique!)

Cross-border Parade Activation

Sponsor-branded Shuttle Services

Cross-border jam sessions

Sponsor-named Cultural Event

Eröffnungsfeier der Partnerstädte

A Unique, Cross-border Event

Off-Event & Digital Activations

Before the event

Bilateral pre-event campaigns (German and Dutch media)
Social media campaigns tailored to border regions
Partner Interviews on “Europe Without Borders”

After the event

Documenting a Cross-Border Success Story
Impact Report: Bilateral Reach & Engagement
Opportunities for long-term partnerships

Return on Investment (ROI) & Impact Metrics

Dual-Market Reach

Germany

Potential media reach with national media coverage: 2–3 million
Regional coverage: North Rhine-Westphalia, Rhineland-Palatinate, Benelux region
Social Media Engagement: German Cultural Community

Netherlands

Potential media reach with national media coverage: 1–2 million
Regional coverage: Limbourg, Belgium
Social Media Engagement: Dutch Cultural Community

Total Media Equivalent Value
of Sponsorship Investment

currently impossible to estimate with certainty, given the nationwide media coverage

approx. 5-8x

Cross-border B2B Networks

Access to German-Dutch business networks

Euregio business relations

Cross-Border Trade and Investment Opportunities

Bilateral Impact Metrics

German media mentions

Media Coverage & TV Airtime

Dutch media mentions

Press Coverage & Streaming

Combined social media engagement

Reach & Engagement

Cross-border visitor flows

Counting & Duration

Economic Impact

Hotels, restaurants, and retail stores in both cities

Aspect

Bergamo 2026

Eurode 2028

Format

Monocentric

Twin City

Symbolism

Italian Cultural Diversity

German-Dutch Cultural Diversity
Overcoming European Borders

Coverage

120.000 visitors
1 country

150.000+ visitors
2 countries

Media presence

Italy & Europe

Germany, Netherlands & Europe

Sponsorship USP

Italian flair

Flair of Three-Country Corner
Narratives of European Integration

Aspect	Bergamo 2026	Eurode 2028
Format	Monocentric	Twin City
Symbolism	Italian Cultural Diversity	German-Dutch Cultural Diversity Overcoming European Borders
Coverage	120.000 visitors 1 country	150.000+ visitors 2 countries
Media presence	Italy & Europe	Germany, Netherlands & Europe
Sponsorship USP	Italian flair	Flair of Three-Country Corner Narratives of European Integration

Comparison

Eurode 2028
vs.
Bergamo 2026

Core messaging

The Europeade 2028 in EURODE is a pioneering project for European unity. For the first time, this folk culture festival brings together two countries, two cultures, and hundreds of European traditions — all without borders. As a partner, you are supporting not just an event, but a symbol of Europe.

Europeade 2028 Sponsorship Concept