Few facts feel more perfect than this: Robbie Williams’s current stadium and arena tour is sponsored by a cat food. Yes, the Britpop tour, promoting Williams’s upcoming album of the same title, is brought to us by Felix (he joins the brand’s feline mascot in a new campaign). The show has just spent two nights in residence at London’s Emirates Stadium, having previously stopped off in Edinburgh. It will also see dates in Manchester, Bath, Newcastle and Dublin, as well as other cities in Europe, many of which are sold out.
I mention the cat food thing because it feels pretty intrinsic to Williams’s popular persona, and how he’s perceived right now. It is, by anyone’s standards, entirely camp in that particularly British, “hun culture” type of way, where glamour goes hand in hand with ordinariness – and that’s exactly where Robbie’s appeal lies in 2025, as he experiences what appears to be a cultural comeback.
