More Nutrition and Ziggo Dome have announced a new partnership, bringing the brand's Smart Swap philosophy to one of the Netherlands' most popular live entertainment destinations.
Following a successful digital launch and recent retail expansion in the Netherlands, the partnership marks another milestone in More Nutrition's ambition to make better-for-you choices part of everyday life.
From sold-out (international) concerts and comedy performances to family entertainment, more than 1.7 million people visit Ziggo Dome each year. Over the coming year, fans at select shows will have the opportunity to discover More Nutrition's Smart Swaps through onsite sampling activations featuring Protein Iced Coffee, Zerups and Protein Statisbites Bars.
At the heart of the brand are products designed to help people enjoy the things they already love with less sugar, more protein and fewer calories, without compromising on taste. Through the partnership, More Nutrition will introduce those products to new audiences in one of the country's leading entertainment venues.
"People don’t want products that ask them to change who they are, they want products that fit naturally into the moments they already love. Partnering with the Ziggo Dome allows us to bring More Nutrition into one of the Netherlands’ most iconic cultural venues and continue our mission of making smarter choices more accessible, more enjoyable and more relevant than ever.” says Patrycja Nowakowska, General Manager of More Nutrition.
Alongside onsite activations beginning in June, More Nutrition will extend the partnership through concert ticket giveaways and creator content tied to selected events. The brand will also have prominent visibility across the venue through indoor and outdoor digital screens, as well as the venue’s 360-degree LED façade.
“We’re proud to partner with More Nutrition as it continues to grow in the Dutch market. Live music gives brands a natural way to introduce themselves to people, and More Nutrition felt like a great fit for Ziggo Dome. We know our fans want more choice that complement their everday lifestyle when they’re out at a show, and this partnership is a chance to bring more of that into their experience,” said Kim Mansveld, Account Manager Partnerships & New Business at Ziggo Dome.
The Ziggo Dome partnership is part of More Nutrition's broader expansion across live entertainment. Following a successful activation at Munich's SUPERBLOOM Festival last year, the brand will return to the festival this summer while also expanding into Pinkpop, continuing to introduce its Smart Swap philosophy to music fans across Europe.

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