Isle of MTV toured 11 countries in June and July attracting 32,000 people in total. The open-air finale took place in Tossa de Mar, Spain, on 12 July, with 10,000 people watching acts including the Black Eyed Peas.
Speedo sponsored Isle of MTV 2004 as part of a two-year deal to promote its fashion and lifestyle range. Mini sponsored the tour for a third year, providing a fleet of cars to take VIPs and artists to the venues as well as building Mini-branded Scalextric-style tracks.
Mini brand communication general manager Hildegard Wortmann said: "Isle of MTV attracts a trend-setting young professional crowd. These attributes are in line with our brand."
MTV senior vice-president of international marketing partnerships, Europe Dave Sibley added: "The Isle of MTV package offers a truly integrated and powerful opportunity to reach an unprecedented audience across Europe."