Robbie Williams' 2025 tour will be sponsored by a very special cat

By Justine Seraphin Country Manager

Published on the 19/11/2024, 10:45

A pop star and a cheeky cat on a major European tour - it sounds unusual, but that's exactly what fans can expect on Robbie Williams' next tour.

Whether you love "Let Me Entertain You," “Rock DJ,” “Feel,” or “Millennium”, there's good news for all Robbie Williams fans out there - he's finally back on tour in Europe in 2025!

And the artist known for his extravagant performances has someone very special on his team this time: the famous cat food brand cat FELIX!

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FELIX is Williams' 2025 European tour's main sponsor, making it a first in history. Never before has a pet food brand sponsored a music tour of this magnitude. This partnership will bring the pet and music industry together like never before!

The tour also marks the continuation of the partnership between the brand and the internationally acclaimed recording artist, with Robbie Williams writing a song, "It’s Great to Be a Cat", exclusively for the brand’s advertising campaign last year.

FELIX live on stage

The tour will be held in a total of 18 European countries, starting on 31 May 2025 in Edinburgh and ending in Finland on 20 September. Eight shows will be held in the UK and one in Ireland.

Will FELIX make some surprise appearances? We hope so! One thing's for sure; Robbie is delighted to have FELIX by his side during the tour:

"I’m a proud cat owner, and whilst I can’t bring my cats on the road I am able to bring FELIX on board as the headline sponsor of next year’s tour."

A new chapter for the pet industry

For Fabio Pietro Degli Esposti of Nestlé Purina, the sponsorship is an exciting step:

“It’s a very exciting moment for us to continue our successful collaboration with Robbie Williams and Felix and connect two industries in such an unexpected way – for Purina and for the whole pet industry."