Markhor was the Official Energy Partner of Bahria Beats 2025, a music festival on the Pakistani events calendar.
Festivals versus matches
A cricket sponsorship buys association with a result. A festival buys association with a night out. They reach overlapping audiences in completely different moods, and a drinks brand that only does one is missing half the occasions it could own.
Festival partnerships also put the product physically in people’s hands over several hours — something a shirt logo never does.
Markhor in music
Bahria Beats sits alongside VIBE FEST Peshawar and campus events in Peshawar in the brand’s music programme.
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