Kendal Mountain Festival Responds To Backlash Over Dacia Sponsorship
Kendal Mountain Festival has responded to growing criticism of its Dacia sponsorship after several outdoor figures withdrew their involvement in this year's event.
The partnership includes a Dacia Drive-In Cinema, which will allow festivalgoers to watch adventure films from inside the manufacturer's vehicles. The experience is scheduled to feature 12 screenings, with the films selected from the festival's international programme. Critics have questioned whether promoting a car brand at an event focused on nature, exploration and environmental protection is appropriate.
Ultrarunner and climate campaigner Damian Hall is among those who have withdrawn. Hall, who has previously been involved with the festival, announced that he would no longer take part in his scheduled events. He has criticised the sponsorship arrangement, arguing that it conflicts with the environmental values associated with outdoor activities and mountain conservation. A film featuring Hall, The F-Word, was also withdrawn from the programme by its production company, Summit Fever Media.
Calum Macintyre, co-founder of Norwegian climate organisation Folk Mot Fossilmakta, has also pulled out of his planned appearance. Meanwhile, endurance stage presenter Andy Fìor-Berry has expressed concerns about the partnership but intends to continue hosting. He said he wanted to ensure a conservation scientist appearing at the festival would still have the opportunity to reach audiences.
Opposition has focused on the environmental impact of petrol and diesel vehicles and the potential contradiction between the festival's sustainability commitments and its association with a car manufacturer. Campaigners have argued that the arrangement gives a platform to a high-carbon lifestyle while the event promotes protection of mountain environments and responsible outdoor activities. Some have also raised concerns about traffic and congestion in the Lake District.
An online petition titled Kendal Mountain Festival – Dump Dacia is calling on organisers to end the partnership at the next available opportunity and sign the Cool Down Network's Fossil Free Declaration. The petition acknowledges that festivals need commercial support but argues that sponsorship choices should reflect their environmental responsibilities. It also highlights the withdrawals of Hall, Macintyre and The Green Runners.
The festival has indicated that it is willing to hear different perspectives on the issue. Organisers have invited athletes, brands and environmental campaigners to an open discussion at Abbot Hall Social Centre on Sunday, 22 November, from 9.30am to 10.30am. Attendance will be free, although visitors will need to obtain a ticket.
The partnership was announced on 3 November, with Dacia describing the cinema as a new experience for the 2026 event. The festival's wider programme includes more than 165 films, talks, outdoor activities and workshops. The four-day event is scheduled to run from 19 to 22 November, attracting outdoor enthusiasts, filmmakers and adventurers to Kendal.
The debate has also drawn attention to the festival's published sustainability commitments, which include encouraging public transport, car-sharing, cycling and reduced travel emissions. Its organisers have acknowledged that transport contributes to the event's environmental footprint and have outlined plans to improve sustainable travel options. The sponsorship controversy is now raising wider questions about how outdoor events balance commercial funding with their environmental principles.
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