Live Nation Inks Deal For New Official Soft Drink, Bottled Water Partner

Live Nation Entertainment has announced PepsiCo as the exclusive carbonated soft-drink and bottled water partner, providing brands such as Pepsi, Mountain Dew, Sierra Mist and Aquafina to 75 of Live Nation Entertainment’s amphitheaters, clubs and theaters in the United States, as well as the curated Pepsi “Out of the Blue” experiences with Live Nation artists. These experiences include sound checks, meet & greets, ticket access, and tour/festival tie-ins.

PepsiCo replaces Live Nation Entertainment’s previous partner, Coca-Cola.

FarmBorough, New York City’s new country music festival, Lollapalooza and the Voodoo Music + Arts Experience will also be sponsored by Pepsi.

“Our partnership with Live Nation elevates our robust music platform to new levels,” said Adam Harter, VP, Pepsi Consumer Engagement. “For decades, Pepsi has been a leader in music and has always focused on providing fans with unparalleled access to great music and their favorite artists. Live Nation will play a dynamic role in our new ‘Out of the Blue’ music campaign as we deliver new and exciting music experiences in a way only Pepsi can deliver.”

The alliance officially launched last month when Pepsi began its “Out of the Blue” campaign, a national promotion that spans 100 days and will give away numerous four-person flyaway trips to Live Nation festivals and events. Through May 18, fans become eligible for a chance to win by following @Pepsi on Twitter, snapping a photo of any Pepsi(TM) beverage product and posting it to Twitter with #OutoftheBlue.

“We are looking forward to this long-term alliance with Pepsi, as we are perfectly positioned to further the brand’s music platform,” said Russell Wallach, president, Live Nation Media & Sponsorship. “We are passionate about bringing incredible music experiences to consumers, and that mission will be at the heart of all the programming we develop together with Pepsi.”

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Jessica Nicholson

Jessica Nicholson serves as the Managing Editor for MusicRow magazine. Her previous music journalism experience includes work with Country Weekly magazine and Contemporary Christian Music (CCM) magazine. She holds a BBA degree in Music Business and Marketing from Belmont University. She welcomes your feedback at jnicholson@musicrow.com.

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