Nestlé Purina’s popular cat food brand, FELIX, has announced it will be the headline sponsor for Robbie Williams’ upcoming European tour in 2025. In an industry first, FELIX becomes the first cat food brand to support a major music tour, uniting the pet and entertainment sectors in an unprecedented partnership. This collaboration follows the success of last year’s campaign, for which Williams penned an exclusive track, “It’s Great To Be a Cat,” as part of FELIX’s advertising campaign.
The tour is scheduled to start on 31st May 2025 in Edinburgh, Scotland, and will see the award-winning artist visit 18 countries across Europe. It will conclude in late September 2025, with Williams bringing his celebrated stage presence to audiences while representing FELIX on tour.
Speaking about the announcement, Robbie Williams said, “I’m pleased that my partnership with FELIX has extended into the live touring space, and I’m excited that the brand will be coming on tour with me. I’m a proud cat owner, and whilst I can’t bring my cats on the road, I am able to bring FELIX on board as the headline sponsor of next year’s tour.”
For FELIX, this collaboration goes beyond sponsorship, aiming to reinforce the brand’s playful, “mischievous” image by tapping into the world of live music. Fabio Pietro Degli Esposti, European Marketing Group Director at Nestlé Purina, expressed his enthusiasm about this novel partnership. “It’s a very exciting moment for us to continue our successful collaboration with Robbie Williams and FELIX and connect two industries in such an unexpected way—for Purina and for the whole pet industry. This tour sponsorship elevates our ‘It’s Great To Be a Cat’ ongoing campaign and highlights FELIX’s mischievous approach to making sure its products are front and centre in surprising ways.”
The 2025 tour will mark another chapter in Williams’ longstanding relationship with FELIX, which has previously featured the star’s involvement in the brand’s playful campaigns. For Williams, a noted cat owner, the sponsorship is a natural extension of his partnership with FELIX, allowing him to connect with fans while celebrating the joys of being a pet owner.
Ticket sales for the tour open today at 09:30 AM GMT, with more information and dates available on the official Robbie Williams website at tickets.robbiewilliams.com or robbiewilliams.com/live.
By merging the pet industry with the world of live music, FELIX’s sponsorship of Williams’ tour represents a step towards reimagining brand partnerships, potentially opening the door for further creative alliances across sectors. As the tour kicks off in Edinburgh and makes its way through European cities, FELIX and Williams will showcase their unique collaboration to audiences across the continent.
