MediaMarktSaturn, Europe’s leading retailer for consumer electronics and related services, is entering a new international partnership: Together with Snapdragon, MediaMarktSaturn is now an official Premium Partner of the electronic music festival Tomorrowland. Spanning 11 European markets, the partnership marks the launch of the cross-channel campaign “Tomorrow’s AI” and creates a powerful platform to connect technology, culture and experiences.
Ingolstadt, May 6th, 2026 | As this year's Premium Partners of the world-renowned Tomorrowland Festival, MediaMarktSaturn and Snapdragon are seizing the opportunity to leverage a unique, high-impact brand platform that will showcase both brands. This collaboration allows MediaMarktSaturn to demonstrate its brand claim Experience what’s Possible in a highly relevant cultural environment. Meanwhile, Snapdragon brings its role as a technology leader to the forefront, powering unforgettable experiences across the devices people love.
The three brands are connected by the unique electronic experiences they individually provide. “Tomorrowland creates a unique world built on celebration, unity, and unforgettable shared experiences. In partnership with Snapdragon, MediaMarktSaturn gains a powerful international platform to bring Experience what’s Possible to life and show how technology can open up new possibilities for the People of Tomorrow,” says Michael Schuld, MediaMarktSaturn’s Chief Marketing Officer.
“At Snapdragon, our goal is to unlock next\u2011level experiences that people genuinely feel in their daily lives, across the devices they love, including the PCs they use to create, stream and connect. Partnering with MediaMarktSaturn and Tomorrowland allows us to bring our technology into moments of creativity, connection and culture. Together, we are showing how devices powered by Snapdragon can enable richer, more immersive experiences, whether in store, online or at the festival itself,”
Tomorrow’s AI: A campaign designed to experience what’s possible: \u200b in stores, digitally and on the festival grounds
Through a 360-degree activation campaign spanning 11 European countries, fans of electronics – dance and physical products alike – can experience the partnership firsthand in MediaMarktSaturn stores, on digital channels, and on-site at the festival.
Starting May 15, MediaMarktSaturn and Snapdragon will launch the partnership in all participating international markets. A cross-channel campaign will give people the last-minute chance to experience Tomorrowland live on site: a unique opportunity to join the sold-out festival. Planned measures include in-store experience zones showcasing Snapdragon-powered next generation PCs, special product offers, CRM integration with dedicated landing pages, newsletters, app-based mechanics, PR, and advertising.
During the festival weekends in July, the partnership will be brought to life through a jointly designed festival booth and immersive on-site activations that step beyond the physical world and enter a new digital realm – where creativity, identity and music come together. At the heart of this experience lies Snapdragon, powering every interaction, transformation and every moment in real time through the power of AI. To enable the entire community to participate in all the on-site activities, MediaMarktSaturn and Snapdragon will share content constantly via social media. Additionally, select creators will take their followers along.
This partnership creates a high-impact platform for shareable content, brand visibility, and new business opportunities for MediaMarktSaturn and Snapdragon across Europe.
Europe-wide reach and relevance through the People of Tomorrow
The strategic relevance of the partnership is underscored by Tomorrowland’s extensive reach throughout Europe and beyond. With over 850 artists playing at 16 stages the Belgian cult festival attracts 200,000 visitors per weekend and is generating enormous global attention and enthusiasm among fans.
Beyond the significant global interest, Tomorrowland unites a highly relevant audience with which MediaMarktSaturn and Snapdragon aim to engage. The People of Tomorrow are in their 20s and 30s. They are highly connected, experience-driven, and heavy users of devices for streaming, creating, gaming and working.
This highly attractive audience makes Tomorrowland a compelling platform for MediaMarktSaturn and Snapdragon to showcase meaningful, experience\u2011led technology at scale across Europe.
About MediaMarktSaturn Retail Group
The MediaMarktSaturn retail group is Europe’s leading retailer of consumer electronics and related services. As part of its strategic realignment, the company is evolving from a traditional product retailer into a solution-oriented omnichannel platform that integrates customer-centricity and sustainability into all its business activities. MediaMarktSaturn uses the term “Experience Electronics” to describe both its repositioning and the range of services it offers its customers. With its portfolio of formats and brands, the electronics retailer focuses on the customer experience and personalized advice. The company owns the MediaMarkt and Saturn brands, which comprehensively link their approximately 1,070 brick-and-mortar stores across 11 European countries with online sales platforms and hold the number one or two market position in nine European countries. The private labels PEAQ, KOENIC, ISY, and ok. round out the portfolio. MediaMarktSaturn employs approximately 50,000 people and is owned by CECONOMY AG. The company’s revenue for the 2024/25 fiscal year amounted to 23.1 billion euros, with online revenue accounting for approximately 26 percent of that total. With approximately 2.2 billion customer interactions per year across all channels, the electronics retailer has an enormous reach. (Data as of September 30, 2025)
About Snapdragon
Snapdragon, a product of Qualcomm Technologies, powers extraordinary experiences through intelligent performance, advanced AI, and ultra-fast connectivity. Designed to deliver everyday brilliance, Snapdragon® platforms enable richer visuals, clearer audio, and seamless connections across devices. Trusted by the world's leading brands, Snapdragon drives innovation across smartphones, PCs, XR, gaming, automotive and more, pushing the boundaries of what's possible with premium, power-efficient computing. By combining performance, efficiency, and intelligence, Snapdragon delivers solutions that transform industries and advance the way people experience technology.
", "header": { "large": "https://cdn.uc.assets.prezly.com/321c3123-c090-4e95-a351-a7b00a3d0d5e/-/preview/1200x1200/-/format/auto/", "release": "https://cdn.uc.assets.prezly.com/321c3123-c090-4e95-a351-a7b00a3d0d5e/-/preview/1200x1200/-/format/auto/" }, "contacts": [ { "name": "Debby Wilmsen", "company": "Tomorrowland", "description": "Lead Press Relations & Spokesperson", "email": "debby@tomorrowland.com", "website": null, "address": null, "telephone": null, "mobile": null, "twitter": null, "facebook": null } ], "author": { "first_name": "Debby", "last_name": "Wilmsen" }, "format_version": 5 }