Pepsi slays Coke to become exclusive Live Nation Partner

Pepsi slays Coke to become exclusive Live Nation Partner

Pepsi has replaced Coke as an exclusive sponsorship partner of Live Nation, the live-concert promotion behemoth, which has been toasting a major brand-partnership deal with Smirnoff vodka as well.

The PepsiCo agreement sees the company named official carbonated soft drink and bottled water supplier at Live Nation gigs. Its brands, including Pepsi, Aquafina, and Mountain Dew, will be distributed at 75 Live Nation venues in the US.

Pepsi will also be a partner at Live Nation’s key US music festivals, such as Voodoo Music Arts + Experience, taking place 30 October to 1 November in New Orleans, and Lollapalooza, which is from 31 July to 2 August in Chicago.

As part of the agreement, original music-related content will be offered by Pepsi online to fans of acts playing at Live Nation concerts, plus meet-and-greet competitions giving fans opportunities for face-to-face encounter with artists. Examples of Pepsi online content can be found here.

Smirnoff, the alcohol beverage brand belonging to the Diageo conglomerate, has also nabbed an exclusive international multi-year contract to be the official vodka partner at 26 Live Nation-organised festivals worldwide.

Among the festivals involved will be Creamfields, Leeds & Reading, Electric Daisy Carnival and Wireless in the UK.

With a significant portion of its customers in the 21 to 29-year-old age group, Smirnoff is keen to be associated electronic dance music entertainment. For a look at Smirnoff music-related content online, click here.

[Juliana Koranteng]