Rock Am Ring/Rock Im Park & Whynow Announce Merch Partnership

Whynow, the London-based merchandise company specialized branding, touring, e-commerce & licensing, has been appointed the exclusive merchandising partner of German mega festivals Rock am Ring and Rock im Park.

“The partnership encompasses both e-commerce and on-site merchandise sales at the festivals,” and aims to “bring artists and fans closer together, both online and on-site,” according to the press announcement.

Rock am Ring and Rock im Park attract a combined audience of around 170,000 fans to Nürburgring and Nuremberg, respectively. Rock am Ring just celebrated the most successful on-sale in the history of the festival for its 42nd edition, June 5-7, 2027.

The announcement comes two weeks after whynow’s acquisition of German merch company EMP from Warner Music Group – one step further in whynow’s ambition to build a global platform. The partnership with RaR/RiP represents the first tangible demonstration of this ambition.

In addition, whynow announces the appointment of Michael Kümmerle as EVP Content, Audience & Partnerships, joining the company’s European leadership team. Kümmerle previously worked at TikTok, where he led Global Music Partnership Development.

Rock am Ring and Rock im Park have already announced parts of their 2027 lineup, which is led by blink-182, Die Toten Hosen and Bring Me The Horizon, and also features Faith No More, Parkway Drive, Billy Talent, Evanescence, Turnstile, Falling In Reverse and The Prodigy.

Ihr Rockt! Celebrating Germany’s Phenomenal Rock Am Ring Fest

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Marc Seemann, Chief Talent & Partnership Officer at PRK DreamHaus said, “We are delighted to embark on this new partnership with whynow and to work alongside a strong partner that combines extensive expertise with fresh creative ideas. Together, we aim to further develop our merchandise offering, bring new concepts to life and create even more meaningful experiences for our fans. At Rock am Ring and Rock im Park, merchandise is much more than a souvenir, it is an integral part of our festival culture and a reflection of the special connection our fans have with the festivals. That passion extends far beyond the festival weekend, and together with whynow, we want to build on exactly that.”

Michael Kümmerle said, “Rock am Ring and Rock im Park have helped shape European music culture for decades. The twin festivals and whynow share a deep passion for the fan experience. Together, we want to redefine festival merchandising and retail by placing creativity, community, artist integration and genuine fan engagement at the heart of everything we do. We are incredibly excited to launch this partnership in the market.”

Fred Casimir, President of whynow Europe said, “Our partnership with Rock am Ring and Rock im Park represents a tremendous opportunity for us and a clear long-term commitment. Our teams in London, Berlin and Lingen are working closely with the festivals to build a strong and successful partnership. Beyond this collaboration, Michael will play an important role in bringing together the strengths of whynow and EMP, connecting artists, content, audiences and communities, and developing new opportunities across our European business. I’m very much looking forward to working with him and to what we will build together.”

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