 In early 2007, local savings bank Bilbao Bizkaia Kutxa decided to become an official sponsor for the festival, as part of the actions for its 100th anniversary celebration campaign.As a result, the festival's name was changed to "Bilbao BBK Live".Unlike other sponsorship renamings, where the sponsor's name is usually dropped in an informal context, this festival is commonly referred to as "the BBK Live" or simply "the BBK".