**Ice Cream Brand Brings Festival-Goers Closer to Their Idols With Exclusive VIP Passes**
This summer, music lovers seeking more than just a front-row spot are being offered the chance to enjoy the festival season in true VIP style, courtesy of a leading ice cream producer. Magnum, famed for its decadent treats, is once again at the heart of the action, ushering in experiences that promise to transform routine festival attendance into lifelong memories.
The company’s innovative Magnum Pleasure Pass returns for its third year, aiming to reward devoted fans with access to two of the continent’s most highly anticipated music events: Sziget Festival in Budapest and All Points East in London. In an era where tickets are often snapped up by touts and then resold at extortionate rates—sometimes up to six times their original price—Magnum says it’s determined to put genuine supporters back in the spotlight.
According to recent findings from the Competition and Markets Authority, ticket resale platforms frequently carry surcharges exceeding 50%, pricing out many would-be festival-goers. Trading Standards has also flagged a growing trend of tickets trading hands for eye-watering sums, leaving lifelong fans to turn to online scrolling and vicarious pleasure-seeking, rather than attending in person. Magnum’s scheme is designed to counter this—putting exclusive experiences back within reach of real fans.
This year’s campaign opened on a high note with a unique opportunity for one Charli XCX superfan to meet the pop sensation backstage at her Dublin performance on 17 June. Jessica Stewart, the delighted winner, said, “I’ve been a Charli fan forever, but nothing prepared me for actually meeting her. And to experience it with my three best mates? Unreal. It felt like we’d stepped into someone else’s Instagram story, but it was ours… Magnum made us feel like main characters for a day, living out something we’d only ever dreamed about.”
With applications now open, members of the public have the chance to secure either two VIP tickets to Sziget Festival on 6 August or a pair to London’s All Points East, which runs across 23 and 24 August. For those lucky enough to be selected, the Sziget package includes a luxury trip to the Hungarian capital, complete with flights, accommodation, and a bird’s-eye view of performances from the comfort of a Sky Box. Meanwhile, the All Points East winners are promised an unforgettable two-day stint, enjoying headline acts such as Raye, Doechii, and The Maccabees.
The scheme not only provides unique access to top artists, but seeks to foster community by helping fans create extraordinary shared moments. “Pleasure Pass 2025 is all about creating mic-drop moments for music fans—memories we hope will last a lifetime,” said Daniel Lythgo, Magnum’s Brand Manager. “Giving special VIP access to the artists’ biggest fans is central to the Pleasure Pass, and this year we wanted to focus on sharing those moments with friends and loved ones.”
This latest initiative coincides with the launch of Magnum’s newest flavours—Utopia Double Cherry and Double Hazelnut—adding another layer of indulgence to an already tempting summer.
For those eager to join the ranks of Jessica Stewart and her friends, details on entering the draw for these exclusive passes can be found on Magnum’s official website.
As the landscape of festival-going continues to evolve, Magnum’s attempt to inject authenticity and excitement into the scene offers a welcome alternative to the frustrations of the resale market. For many, it’s a rare chance to swap endless social media scrolling for genuine, once-in-a-lifetime experiences—served, fittingly, with a generous helping of pleasure.