Suikerrock

What Suikerrock does

Suikerrock is an annual three-day music festival held in Tienen, Belgium, operated by Suikerrock Tienen VZW, a Belgian non-profit association (Vereniging Zonder Winstoogmerk) registered under enterprise number 0473.371.777. The festival runs on the Bietenplein of the former Tiense Suikerraffinaderij (sugar refinery), the iconic industrial site that gives the festival its name ("Sugar Rock"). The 2026 edition is scheduled for August 7–9 and features approximately 60 artists across three stages — Mainstage, The Cube, and The Palace — with programming spanning rock, pop, hip-hop, indie, and dance. Its primary audience is Belgian and Dutch, with explicit family-accessibility features including discounted kids tickets on Sunday and dedicated wheelchair-accessible podiums via a partnership with Inter.

Revenue is generated across multiple streams: ticket sales (day tickets at €82, three-day combi tickets at €179, kids tickets at €25 on Sunday), premium VIP tickets at €327/day including a White Signature (ISS) buffet and parking, the proprietary Cubes cashless payment system for on-site food and drink purchases, pre-sold parking (€30/day), locker rentals via mobilelocker.eu, festival merchandise, and a diversified sponsor book that includes Coca-Cola, Red Bull, Bacardi, Martini, Alken-Maes, JAVA Coffee, Orange, ISS, and Defensie. All ticketing flows through the Tickoweb-powered tickets.suikerrock.be and vip.suikerrock.be storefronts, with no third-party resale. Marketing is anchored on owned digital channels (website, app, newsletter) supplemented by media partnerships with Studio Brussel, MNM, Het Nieuwsblad, and regional Flemish TV stations.

The technology stack is operationally focused rather than technologically differentiated: the Cubes cashless token system (loaded via app, QR, or cash desk), the iOS/Android Suikerrock app for programme and balance management, Tickoweb for payments, Google Analytics for attribution, and a VI.BE partnership for emerging-talent scouting (10 of 461 applicants selected for 2026). Production is overseen by production director Werner Herbots; the organization has no disclosed headcount, no parent company, and no institutional ownership. As a VZW, Suikerrock operates on a non-profit basis funded primarily through ticket sales, sponsorships, and partner collaborations.

Name

Suikerrock

Legal name

Suikerrock Tienen VZW

Website

https://suikerrock.be

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Suikerrock is an annual three-day Belgian music festival in Tienen, organized by the non-profit Suikerrock Tienen VZW. Hosting ~60 artists across three stages, it serves Belgian and Dutch audiences via day, combi, VIP, and kids tickets plus its proprietary Cubes cashless payment system.

Ownership category

akta.pro rank

Product category

Live Music Festivals

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

VIP, Hospitality & Premium Experiences (Packages, Clubs, Suites) (MPAIAFAK)

akta.pro secondary industries

Merchandising & On-Site Retail (Tour Merch, Pop-ups) (MPAIAFAJ), Merchandising & Onsite Retail (Concert Merch, Pop-ups) (MPAGAAAJ)

Keywords

• Live music festival
• Festival ticketing
• Cashless event payments
• VIP hospitality packages
• Event production services

Headquarters

HQ city

Tienen

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Ticket Sales (Day, Combi, Kids): The festival sells day tickets (€82), combi tickets covering all three days (€179), and kids tickets for Sunday (€25). Tickets are sold exclusively through the official ticketing platforms (tickets.suikerrock.be, vip.suikerrock.be). Revenue is recognised at point of purchase; tickets are non-refundable once payment is completed.
2. VIP Tickets: VIP tickets (€327/day) include access to the VIP lounge, VIP terrace, VIP deck with panoramic mainstage view, a three-course buffet by White Signature/ISS, 10 Cubes, and one VIP parking ticket per two VIP tickets purchased.
3. Cubes (Cashless On-site Spending): Festival-goers purchase Cubes vouchers in advance (10 Cubes for €37–38, or 30 Cubes + 1 free for €111–114) or load Cubes at the cash desk on-site. Cubes are used to purchase food, drinks, and other items from vendor stands across the festival grounds. A portion of Cubes revenue is derived from unspent balances and the cup deposit system.
4. Parking: Pre-sold parking tickets (€30/day) for a dedicated festival parking lot located adjacent to the festival grounds.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Suikerrock operates a three-day annual live music festival held August 7-9, 2026 in Tienen, Belgium, featuring approximately 60 artists across three stages (Mainstage, The Cube, The Palace). Core revenue products are day tickets (€82), three-day combi tickets (€179), kids tickets (€25, Sunday only), and VIP tickets (€327/day). Complementary services include the proprietary Cubes cashless on-site payment system, reserved parking, locker rentals via MobileLocker.eu, and an official festival app.

Product overview

Suikerrock is a three-day music festival held August 7-9, 2026 in Tienen, Belgium, at the Bietenplein of the Tiense Suikerraffinaderij. The festival offers access to three stages (Mainstage, The Cube, and The Palace) with approximately 60 performing acts. The core product is festival access through day tickets, combi tickets (3-day), and kids tickets, supplemented by premium VIP tickets offering exclusive hospitality experiences. Payment on-site operates through the Cubes cashless system. Additional services include parking, locker rentals via MobileLocker.eu, and an official app for program management and Cubes balance tracking.

Differentiator

Problem solved

Functional benefit

Products and services

• Festival Access Tickets (Day, Combi, Kids) Festival entry tickets providing access to all three stages (Mainstage, The Cube, and The Palace). Day tickets grant single-day entry at €82 per person, combi tickets cover all three festival days at €179 per person, and kids tickets are available for children up to 12 years old on Sunday only at €25 per child (max 2 per adult ticket). Tickets are sold exclusively through the official ticket shop (tickets.suikerrock.be).
• VIP Tickets

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• VI.BEcoreStrategic or Co-development PartnerVI.BE is the Flemish music platform. Suikerrock partners with VI.BE annually to scout and select emerging talent for The Cube and The Palace stages. In 2026, 461 acts applied and 10 were selected through this programme, including LAUVEMETENDER, C-RHYMS, Amaea Rae, FÄM, Benny Boo, only tears, Helga Ameye, TEUN, Gisèle, and RAPHA.
• TickowebcoreTechnology or IntegrationTickoweb is the external ticketing and payment platform provider for Suikerrock's ticket sales across all ticket types, VIP, parking, and Cubes. They manage the checkout process, PDF ticket delivery, and cookie/session infrastructure on tickets.suikerrock.be, vip.suikerrock.be, and related subdomains.
• White Signature / ISSminorImplementation/ SI/ Consulting PartnerWhite Signature (part of ISS) provides the three-course buffet catering for VIP ticket holders at Suikerrock. The catering is included in the VIP ticket price and served in the VIP lounge.
• InterminorStrategic or Co-development PartnerInter is the Flemish accessibility organisation that partners with Suikerrock to make the festival accessible for visitors with disabilities. Services include a wheelchair-accessible podium, reserved parking, and assisted access, all coordinated through Inter's registration form.
• Hotel Stayen (Preferred Partner)minorGTM or Marketing PartnerHotel Stayen in Sint-Truiden is the festival's preferred accommodation partner. Located 20 minutes from the festival grounds, it offers 102 luxury rooms in the STVV football stadium. Actively promoted by Suikerrock as the recommended overnight stay.
• Tiense SuikerraffinaderijcoreOthersThe historic Tiense Suikerraffinaderij (sugar refinery) is the venue owner/landlord. The festival takes place on the Bietenplein (Beet Square) at the end of the Bietenweg, on the grounds of the former sugar factory.
• Coca-ColaminorOthersCoca-Cola is listed as an official sponsor on the festival website, alongside other brand sponsors including Bacardi, Martini, Red Bull, JAVA Coffee, and Orange.
• Studio Brussel / MNMminorGTM or Marketing PartnerStudio Brussel and MNM (VRT radio stations) are listed as media partners. They provide promotional and editorial coverage of the festival, including the De Nieuwe Lichting talent platform.
• Het NieuwsbladminorGTM or Marketing PartnerHet Nieuwsblad is a national Belgian newspaper listed as a media partner, providing press coverage for the festival.
• De Bouw Kijkt VerderminorOthersListed as a brand sponsor on the festival website alongside other sponsors including TMS Industrial Services, Defensie, Polytek, and Win For Life.
• TVL, ROBtv, ATV, TVOminorGTM or Marketing PartnerRegional Flemish TV stations (TVL, ROBtv, ATV, TVO) are listed as media partners, providing regional editorial coverage for the festival.
• Belgian PostersminorOthersListed as a partner for postering and outdoor advertising/marketing materials.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tomorrowland: The flagship Belgian music festival held in Boom, Belgium. Directly comparable multi-day, multi-stage festival format serving Belgian and international audiences; significantly larger in scale and global brand recognition, but operates in the same Benelux festival market.
• Lokerse Feesten: Belgian multi-day free-entry music and culture festival held in Lokeren. Comparable Belgian multi-day music event with similar regional audience and family appeal, though with a different business model (free entry, sponsor-funded).
• Graspop Metal Meeting: Belgian multi-day rock/metal festival held in Dessel. Comparable Belgian venue, multi-stage format, and family-friendly positioning; competes for the same Belgian festival audience though with a narrower genre focus.
• Pukkelpop: Annual multi-day Belgian music festival held in Kiewit, Hasselt. Closely comparable in scale, multi-stage format, and Belgian/regional audience targeting; a direct head-to-head competitor for the same Belgian festival-goer.
• Down the Rabbit Hole: Dutch three-day music festival held in Beuningen. Comparable 3-day duration, multi-stage format, and Dutch festival audience overlap with Suikerrock.
• Rock Werchter: Belgium's largest rock-pop festival held annually in Werchter. Direct competitor for headliner bookings and Belgian festival audiences; overlaps strongly in rock/pop/indie programming and ticket-buyer demographic.
• Pinkpop: Long-running Dutch multi-day music festival (since 1970) held in Landgraaf. Comparable multi-decade heritage, multi-stage format, and Benelux audience overlap; one of Suikerrock's closest peers on the Dutch side of the market.
• Lowlands: Dutch three-day music, film, and performing arts festival held in Biddinghuizen. Comparable 3-day duration, multi-stage format, premium hospitality options, and Benelux audience overlap with Suikerrock.

Regional players

• North Sea Jazz Festival: Major Dutch multi-day music festival in Rotterdam. Comparable multi-day, multi-stage premium event with VIP/hospitality offerings; primarily serves the Dutch market with a jazz/genre focus but overlaps in Benelux premium-festival positioning.

Others

• Festival info (Festivals in Belgium/Netherlands): Leading Benelux festival aggregator and ticketing platform. Not a competitor but a direct distribution and discovery channel for Suikerrock's audience, comparable to how Belgian/Dutch fans discover and book festivals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/suikerrock

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Suikerrock