EventMasters joins the AIF x Skiddle Festival Support Scheme for 2026

Jan 21
We’re proud to be part of the Association of Independent Festivals x Skiddle Festival Support Scheme - a first-of-its-kind initiative created to support independent festivals with practical tools, training, and advice at a critical time for the sector.

Independent festivals are the backbone of the UK’s cultural landscape. They champion new talent, build communities, and create experiences that simply don’t exist anywhere else. But they’re also operating in an increasingly challenging environment, with rising costs, tighter margins, and more pressure on small teams than ever before.

This scheme exists to offer real, tangible support - not just visibility, but knowledge and guidance that organisers can use.

About the scheme

Through the AIF x Skiddle Festival Support Scheme, 22 independent festivals have been selected to receive a tailored package of marketing support and AIF membership. 

Together, these elements are designed to help festivals strengthen their foundations and plan more sustainably for the seasons ahead. 
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"We’ve always been passionate about supporting independent promoters and festivals. This partnership with AIF is about investing directly in the grassroots events that make our live scene so special and giving them the resources to build sustainable success."
- Duncan King, Head of Festivals & Partnerships, Skiddle
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EventMasters is providing access to event production our CPD accredited training alongside pro-bono brand advisory with our co-founder Addi Merrill. 
We’re delighted to share that over a dozen of the 22 selected festivals are already actively engaging -taking up consultancy calls, accessing Festival Futures training, and benefiting from expertise around production, planning, and brand positioning.

Our role is to support promoters where they are. That might mean helping teams build confidence around production fundamentals, pressure-testing plans, or offering space to talk through marketing priorities and decision-making ahead of the season.

Looking Ahead

This partnership reflects a shared commitment to the long-term health of independent festivals. By bringing together industry bodies, ticketing platforms and training providers, the scheme offers joined-up support that recognises the realities of running a festival today.

We’re proud to be involved, and we’re looking forward to supporting more of the selected festivals as the programme continues to evolve.
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