Howards Motor Group become first Official Partner of Somerset Sounds
Howards Motor Group has become the first commercial partner to join Somerset Sounds 2027, signing as the event’s exclusive Official Automotive Partner.
The partnership marks an important milestone for Somerset Sounds as the new two-day live music event prepares to launch at the Cooper Associates County Ground in Taunton in summer 2027.
Already an established partner of Somerset County Cricket Club, Howards will now extend its relationship with the Club into live entertainment, becoming the Exclusive Automotive Partner across both days of Somerset Sounds.
The partnership will see Howards feature prominently throughout the event, with vehicle displays, digital and on-site branding, customer competitions, hospitality experiences and joint content across Somerset Sounds and Somerset County Cricket Club channels.
At the heart of the partnership will be the Howards VIP Road Trip to Somerset Sounds – a unique competition designed to make the journey to the event every bit as memorable as the destination.
Somerset Sounds will bring major live music to the heart of the South West, with Simply Red already confirmed to headline Sunday’s show, alongside a second headline act to be announced for Saturday.
The Howards VIP Road Trip
One lucky winner and their guest will get the opportunity to experience Somerset Sounds the Howards way.
The pair will be collected from their home, or another agreed location, in a premium Howards vehicle before being chauffeured to the Cooper Associates County Ground.
On arrival, they will receive a dedicated VIP welcome before enjoying hospitality for two and premium access to Somerset Sounds.
The experience will also include return transport and a special Howards/Somerset Sounds welcome pack.
Fans will be invited to enter by sharing their ultimate road-trip song, bringing together two things at the heart of the partnership – great journeys and great music.
Full details of the competition will be announced shortly.
‘A really important first partner for Somerset Sounds’
Caroline Herbert, Commercial Director at Somerset County Cricket Club, said: “We’re really pleased that Howards has become the first Commercial Partner to come on board with Somerset Sounds.
“They already have a strong relationship with Somerset County Cricket Club, so it feels particularly fitting that they are also the first business to extend that partnership into this exciting new event.
“What was important to us was creating something that went beyond traditional sponsorship. Howards will have a genuine presence across Somerset Sounds, and the VIP Road Trip is a great example of how we can use the partnership to add to the audience experience rather than simply add more branding.
“This is exactly the type of partnership we want to build around Somerset Sounds, working with businesses who want to be part of the event from the beginning and create something memorable for their customers and our audience.
“We’re hugely grateful to Howards for backing Somerset Sounds in its first year and we’re looking forward to bringing the partnership to life over the coming months.”
Chris Lee, Managing Director at Howards Motor Group, said: “We’re delighted to be the first Commercial Partner of Somerset Sounds and to be extending our relationship with Somerset County Cricket Club into what promises to be a fantastic new event for the region.
“As a business, we’re passionate about being part of the communities in which we operate, and Somerset Sounds gives us a great opportunity to bring together two things that people love – great music and great journeys. We wanted our involvement to be about more than simply having our name on the event, which is why we’re particularly excited about the Howards VIP Road Trip and the experience we’ll be able to offer the competition winner.
“Somerset Sounds has all the ingredients to become a major event in the South West, and we’re proud to be supporting it from the very beginning. We’re looking forward to working with the Club and the team at Full Fat 360 to make the first Somerset Sounds a memorable one and to play our part in its success.”
Somerset Sounds is being created in partnership between Somerset County Cricket Club and award-winning live entertainment company Full Fat 360, with the ambition of establishing a major new annual music event for the South West.
Further artist announcements, partnership news and details of the Howards VIP Road Trip will be revealed in the coming months.
