Kendal Mountain Festival has invited critics to an open discussion after a sponsorship backlash involving car company Dacia.
The festival’s drive-in cinema event, sponsored by Dacia, has faced criticism from people who say a celebration of the outdoors should not work with a vehicle company.
Concerns were also raised about a promotional image from Dacia, which some people believed was created using artificial intelligence but the festival has reassured this is not the case.
A Kendal Mountain Festival spokesman said: “We acknowledge that as event organisers, we have a responsibility to listen and create a safe space for individuals to share their thoughts, however challenging they may be. We take pride that our Festival has been built on providing a platform for everyone - athletes, brands, activists, outdoor enthusiasts - to share their story, be inspired and take action.
"The Kendal Mountain team will facilitate an event over the Festival weekend dedicated to exploring the realities of commercial sponsorship, the responsibilities of event organisers and brands, and the difficult decisions facing the outdoor industry'."
Damian Hall, of The Green Runners, withdrew from the festival following the announcement of the drive-in cinema.
He criticised the festival’s decision to work with Dacia and said the partnership amounted to “sportswashing”, a way that companies try to improve their reputation by partnering with sporting events.
The Green Runners has launched a petition calling for the festival to drop Dacia.
Damian does label cars a "necessary evil" however doesn't believe the partnership is necessary for KMF to continue.
He said: "Kendal has been around without high carbon sponsors and polluting sponsors so it doesn't seem likely that the event wouldn't happen without."
The festival has sustainability measures covering food, waste and electricity and tries to push for low-carbon travel.
On the issue of the footprint of festival visitors and filmmakers travelling to make the films involved, Damian said: "An individual's footprint and their personal choices are so very different to a huge global company creating vehicles that will be reliant on fossil fuels."
He also said that the film makers he knows are conscious of their footprint and that as an Ultra athlete himself has cut down on his own flights for running purposes from up to three a year to around one every two years.
Damian said he wished no “ill will” towards the festival, hoped to return in future years and wants it to sign the Fossil Free Declaration.
Kendal Mountain Festival is in direct conversation with Damian and The Green Runners will speak later this year about future events.
Kendal Mountain Festival 2026 will take place from 19–22 November, featuring 200+ live sessions, 300+ speakers, 150+ films, 10+ parties and 60+ activities.
If you would like to attend the discussion you can get a free ticket here.
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