Magnum Tonic Wine Returns as Title Sponsor of Reggae Sumfest

Magnum renews commitment to dancehall with Reggae Sumfest title sponsorship, following Friday signing. “We recognise dancehall as one of Jamaica’s most valuable cultural assets,” says J. Wray & Nephew’s Pavel Smith

L-R: Robert Livinsgton, Reggae Sumfest Director, Pavel Smith, Marketing Manager for Magnum Tonic Wine, and Joe Bogdanovich

Magnum Tonic Wine was once again announced as the title sponsor of the Caribbean’s premier music festival, Reggae Sumfest, reinforcing the brand’s longstanding role as a committed stakeholder in championing dancehall culture. The signing was officially made on Friday.

“We are thrilled to welcome Magnum Tonic Wine as the title sponsor of Reggae Sumfest. This partnership unites two of Jamaica’s most recognisable and influential brands, both deeply rooted in our culture and entertainment landscape. We expect our collaboration to deliver an even bigger and better festival experience and further position Reggae Sumfest as the Caribbean’s premier music festival with global appeal,” said Dealo Gordon, Sponsorship Manager at DownSound Entertainment.

Magnum returns to power Reggae Sumfest experience

Over the years, Magnum has become known for delivering high-energy Reggae Sumfest experiences beyond the main stage, including the Magnum Street Dance and Global Sound Clash, both celebrating the spirit and culture of dancehall.

This year’s staging, dubbed “A Taste of Reggae Sumfest,” is set to deliver a major moment for dancehall as Vybz Kartel and Mavado headline the highly anticipated showcase, marking a cultural milestone that highlights the genre’s lasting global influence. Rising stars Jamal and Ayetian, along with reggae queen Queen Ifrica, are also included on the lineup for the July 18 staging at Plantation Cove in St. Ann.

Pavel Smith, Marketing Manager of J. Wray & Nephew Limited, emphasised that Magnum’s role within dancehall culture is both strategic and deeply rooted in purpose. “As a company, we recognise dancehall as one of Jamaica’s most valuable cultural assets. Dancehall continues to influence music, fashion, and identity across the world. Through Magnum Tonic Wine, we have consistently invested in the space because we understand its power, its reach, and its authenticity,” Smith shared.

“Our return as title sponsor of Reggae Sumfest is a natural progression of that commitment. We are pleased to partner with DownSound Entertainment. They have demonstrated for more than a decade a clear ability to grow and protect the festival while elevating its international appeal. We are especially pleased to partner with a team that understands the culture at its core and continues to execute at a world-class level,” he further added.

L-R: Robert Livinsgton, Reggae Sumfest Director, Pavel Smith, Marketing Manager for Magnum, and DownSound Ent. CEO Joe Bogdanovich

“Magnum is proud to stand as a true champion of dancehall - supporting the culture in a way that is meaningful, sustained, and impactful,” Smith expressed.

This year’s staging of Reggae Sumfest has been temporarily moved to St. Ann following the destruction caused by Hurricane Melissa in parts of Montego Bay, including damage to hotel properties and event infrastructure.

L-R: Brandon Wallace, brand manager for Magnum Tonic Wine, Joe Bogdanovich, and Karla Jankee, marketing executive for DownSound Ent.

The recent international launch of the festival in Miami also marked DownSound Entertainment’s 10th year leading Reggae Sumfest, a milestone Smith said aligns with Magnum’s vision of expanding Jamaica’s global cultural footprint. Momentum now continues locally with the official launch set for Wednesday, June 10, ahead of the July staging.