Coca-Cola and AEG Expand Long-standing Partnership Across Iconic Sports and Live Entertainment Assets in New Multiyear, Renewal Agreement

Coca-Cola North America and Reyes Coca-Cola Bottling have announced the renewal of their multiyear partnership with AEG, the world’s leading sports and live entertainment company. This strategic alliance will bring a groundbreaking experience to fans with the launch of the first-ever “Coke Studio” at Arena in Los Angeles. As the only experiential space of its kind in the world, Coke Studio will offer visitors immersive fan experiences and music-driven activations throughout the year.

The partnership between Coca-Cola and AEG extends beyond the creation of Coke Studio. Coca-Cola will continue its longstanding Founding Partner designation at Arena, L.A. LIVE, Peacock Theater, and Dignity Health Sports Park. Additionally, Coca-Cola will become the exclusive soft drink partner for several AEG Presents music festivals, including the renowned Coachella Valley Music and Arts Festival, Stagecoach: California’s Country Music Festival, and Camp Flog Gnaw.

Malcolm Bruni, Group Director of Integrated Marketing Experiences at Coca-Cola North America, expressed excitement about the renewed partnership, stating, “As a pioneer of the sports and live entertainment industry, we are committed to creating moments of Real Magic for our consumers in a way only Coca-Cola and AEG can deliver.”

The collaboration between Coca-Cola and AEG allows both brands to connect with global fans through their shared passion for music and sports. AEG’s extensive portfolio of assets across five continents provides a valuable platform for Coca-Cola to engage diverse audiences at landmark venues, professional sporting events, and music festivals worldwide.

Russell Silvers, COO of AEG Global Partnerships, emphasized the mutual commitment to innovation and excellence that drives the partnership’s success. Silvers stated, “We look forward to expanding their brand’s footprint across AEG’s one-of-a-kind portfolio of sports, live entertainment, and music assets.”

As part of the renewed agreement, Coca-Cola and AEG will introduce the innovative “Coke Studio” at Arena. This 3,300 square-foot music studio and event space will offer visitors an interactive opportunity to experience the Coca-Cola brand up close and personal. The studio will feature exclusive branded merchandise, product offerings, podcast recordings, live performances, artist appearances, and more.

Lee Zeidman, President of Arena, Peacock Theater, and L.A. LIVE, expressed delight at the partnership’s renewal, stating, “The introduction of Coke Studio promises to enrich the overall guest experience at Arena, aligning perfectly with our mission to provide our fans with one-of-a-kind experiences.”

Coca-Cola’s bottling partner, Reyes Coca-Cola Bottling, played a crucial role in extending the partnership with AEG. As the exclusive bottling partner in the region, Reyes Coca-Cola Bottling’s increased investment will ensure the distribution and activation of Coca-Cola brands at AEG venues reflect their shared commitment to environmental sustainability.

The expanded partnership also positions Coca-Cola as the exclusive soft drink partner at AEG Presents’ highly anticipated annual music events. Coca-Cola’s products will be strategically integrated throughout the live event experience, enhancing the on-site fan experience with engaging and immersive activations.

Bret Heiman, Vice President of Global Partnerships at AEG Presents, expressed enthusiasm about the expanded partnership, stating, “Together, we’re set to create even more memorable moments that resonate with millions worldwide.”

The Coca-Cola Company, a total beverage company with products sold in over 200 countries and territories, aims to refresh the world and make a difference. AEG, headquartered in Los Angeles, operates in various segments, including Facilities, Music, Real Estate, Sports, and Global Partnerships, entertaining more than 160 million guests annually.

The renewed partnership between Coca-Cola and AEG signifies their shared commitment to delivering exceptional experiences to fans around the world. Through the introduction of Coke Studio and their continued collaboration, both brands are poised to create unforgettable moments at the intersection of music, sports, and live entertainment.

Leave a comment