Alfa Romeo was the star of the Italian musical summer And the next stop will be the C2C festival in Turin

For Alfa Romeo, music has always been a privileged arena in which to give concrete expression to its vision of performance. The partnerships the automotive brand has forged with artists and festivals over the years reflect an identical drive toward absolute quality, emotional intensity, and the pursuit of the new — always in keeping with Alfa Romeo's unmistakable identity. These are the same principles that have always defined the brand, whether the conversation is about driving or about the most vibrant and relevant territories of contemporary culture.

The summer of 2026 saw Alfa Romeo take centre stage at two events that left their mark on the Italian music calendar. At Kappa FuturFestival, one of Europe's most prestigious electronic music festivals, the brand served as Automotive Premium Partner. The iconic post-industrial grounds of Parco Dora were transformed into an open-air laboratory: over 120,000 attendees from more than 150 countries, six stages, more than 130 artists, and 36 hours of music across three days. Alfa Romeo provided a dedicated fleet for the mobility of artists and guests, becoming part of an event that brings together music, art, and contemporary culture.

Alongside this collective, international energy, the collaboration with Subsonica represented a moment of profound intensity and deep roots. Having become the Official Mobility Partner of the "Cieli su Torino 96-26" project as far back as last March — the project through which the Turin-based band celebrated thirty years of their career — Alfa Romeo accompanied the four sold-out concerts at OGR Turin. The undisputed star was Alfa Romeo Junior, designated as the Hero Car of the initiative and displayed in the OGR courtyard throughout the event: compact, sporty, urban, and the gateway to the Alfa Romeo world. This alliance culminated in the presence of the Alfa Romeo fleet alongside Subsonica at the stops of the summer tour "Terre Rare 96-26".

Alfa Romeo also took a leading role at the m2o Morning Club at the Fabbrica del Vapore in Milan, a trailblazer in Italy's daytime soft clubbing scene. A format of contemporary socialising aimed at Gen Z and Millennials, where Alfa Romeo served as main sponsor and showcased the Alfa Romeo Junior Hybrid Edizione Milano Cortina 2026. Among the highlights, one particularly significant event featured Subsonica's Samuel performing a DJ set under the project name L3UM4S, further strengthening the bond between the brand and the band.

But the dialogue between Alfa Romeo and music is set to grow richer with new chapters. Among these is the confirmed return this year to the C2C Festival, the benchmark event for Europe's avant-pop and experimental scene, which every year transforms Turin into a laboratory of contemporary creativity. The brand returns in the role of Mobility Partner and will take centre stage at the opening night, C2C Festival Grand Opening presented by Alfa Romeo, to be held at OGR Torino. Throughout the festival, Alfa Romeo will also provide a dedicated fleet for artists and guests. Alfa Romeo thus continues its conversation with the most forward-thinking voices in music, keeping alive that red thread connecting passion, innovation, and authentic connection.

A journey that confirms Alfa Romeo's commitment to being an active presence in the spaces where passion, creativity, and performance become instruments of connection, inspiration, and shared experience.