For the next two years, South by Southwest (SXSW) will be powered by Rivian, the electric vehicle (EV) automaker making waves with its innovative and sustainable vision for transportation. Rivian has officially signed a two-year headlining sponsorship agreement with SXSW, the iconic festival of technology, culture, and creativity that brings tens of thousands of professionals, innovators, and enthusiasts to Austin, Texas, each spring. Through this partnership, Rivian aims to deliver a series of engaging and forward-thinking activations that celebrate both the spirit of SXSW and the company’s vision for an electrified future.
At the center of Rivian’s SXSW presence will be the transformation of its South Congress flagship location into the Electric Roadhouse, a modern reimagination of the classic Texas roadhouse infused with Americana nostalgia and Rivian’s sustainable ethos. This activation space will come to life daily throughout the festival, offering a dynamic lineup of experiences including panel discussions, vehicle demo drives, live music performances, and even drive-in movie screenings.
“We’re thrilled to bring our brand to life at SXSW with the Electric Roadhouse, a space that merges classic Americana with a vision for a sustainable future,” said Denise Cherry, Rivian’s Vice President of Marketing. “The festival’s creativity and adventurous spirit perfectly complement our own, and we can’t wait to share this unique experience with the SXSW community and beyond.”
The Electric Roadhouse will serve as an interactive hub for both festival attendees and the general public. Those visiting the activation can expect hands-on experiences, including the opportunity to explore Rivian’s innovative lineup of vehicles. Highlights include demo drives with Rivian’s flagship electric vehicles, the R1S SUV and R1T pickup truck, both designed to combine rugged performance with sustainable energy solutions. Visitors will also get an up-close look at Rivian’s highly anticipated new model, the R2, which has yet to hit the market and continues to build excitement among EV enthusiasts.
Beyond the Electric Roadhouse, Rivian will maintain a strong presence throughout the SXSW Festival, which takes place at the Austin Convention Center (ACC) and other locations across the city. A major highlight will be a keynote address from Rivian’s Founder and CEO, RJ Scaringe, who will share insights into Rivian’s mission, the future of electric vehicles, and the company’s bold plans to advance sustainable transportation. The keynote is expected to be one of the festival’s most anticipated events, drawing a wide audience of industry leaders, sustainability advocates, and tech enthusiasts eager to hear Scaringe’s perspective.
“Rivian’s vision for a sustainable, electric future resonates deeply with the South by Southwest community,” said Peter Lewis, Chief Partnerships Officer at SXSW. “We are thrilled to welcome them as a partner to the festival and look forward to watching SXSW festival-goers experience the Rivian brand in a fun, engaging, and sustainable way.”
In addition to its activations at the Electric Roadhouse and the ACC, Rivian will also serve as the official sponsor of the SXSW Transportation Track, which takes place from Tuesday, March 11 through Thursday, March 13. This sponsorship highlights Rivian’s leadership in the EV space and underscores the brand’s commitment to rethinking the way people move and connect. The Transportation Track will feature expert-led sessions exploring the evolving transportation landscape, innovations in sustainable mobility, and the role electric vehicles play in shaping a cleaner future.
SXSW 2025 is scheduled to run from March 7 to March 15, with panel discussions and access to Rivian’s Electric Roadhouse open to the public. However, SXSW badge holders will receive priority access to many of the activations, including demo drives and exclusive programming. Demo drives, where participants can experience Rivian’s EV technology firsthand, will officially kick off on Tuesday, March 11 and continue throughout the week. Visitors to the Electric Roadhouse will also have the chance to enjoy live performances, film screenings, and thought-provoking panels, making the space a vibrant hub for conversation, connection, and entertainment.
Looking ahead, Rivian’s partnership with SXSW promises to amplify the festival’s unique convergence of technology, sustainability, and culture. By offering immersive experiences that highlight their commitment to innovation and environmental responsibility, Rivian seeks to connect with a global audience that shares its values. From demo drives that showcase the capabilities of their electric vehicles to the creative energy of the Electric Roadhouse, Rivian’s activations will bring SXSW attendees closer to a future where adventure and sustainability go hand in hand.
For Rivian, this partnership is more than just brand visibility—it’s an opportunity to inspire and engage a community that thrives on exploration, creativity, and progress. As SXSW continues to evolve, Rivian’s presence will play a central role in shaping conversations about what’s next for technology, transportation, and the future of our planet.
