Sian Redmond, Director of Marketing Partnerships at Live Nation; Caroline Lawlor, Marketing Communications Manager at CUPRA Ireland; Virginia Fortune, Head of Private Members Clubs at 3Arena. The Cupra performance car brand from Volkswagen has teamed with 3Arena in Dublin to provide information about its range of cars, writes Brian Byrne. On the reasoning that music is very important in Irish culture and that the Cupra brand likes to be associated with music, the partnership means that over a million people attending gigs in the Dublin venue each year will have access to ‘touchpoints’ offering insights into the Cupra range. The models to date include the Formentor SUV, the Leon hatchnack and Leon Sportstourer, the Ateca SUV and the 100pc electric Born.