Partnership Includes the Launch of a
First-of-its-Kind, Music-Driven “Coke Studio” at Crypto.com Arena
and Continues Coke’s More Than Decade-Long Founding Partner
Designation Across Crypto.com Arena, L.A. LIVE, Peacock Theater and
Dignity Health Sports Park
Coca-Cola North America and local bottling partner, Reyes
Coca-Cola Bottling, have renewed a multiyear partnership with AEG,
the world’s leading sports and live entertainment company. Brokered
by AEG Global Partnerships, the new agreement between AEG and
Coca-Cola strategically aligns the brands and will bring a brand
new “Coke Studio” to Crypto.com Arena. As the first and only
experiential space of its kind in the world, the new studio will
offer visitors highly immersive fan experiences and music-driven
activations all year long. The deal also continues Coca-Cola’s
longstanding Founding Partner status at Crypto.com Arena and L.A.
LIVE, Peacock Theater, and Dignity Health Sports Park and makes
Coca-Cola the exclusive soft drink partner of an increased number
of leading AEG Presents music festivals including Coachella Valley
Music and Arts Festival, Stagecoach: California’s Country Music
Festival, and Camp Flog Gnaw, among many others. As one of AEG’s
longest-standing partners, Coca-Cola will remain the official
beverage partner throughout the L.A. LIVE entertainment district
and of the two-time Stanley-Cup Champions, the LA Kings.
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The brand new “Coke Studio” will be
created at Crypto.com Arena in Los Angeles. As the first and only
experiential space of its kind in the world, the new studio will
offer visitors highly immersive fan experiences and music-driven
activations all year long. (Photo: Business Wire)
“Coca-Cola is thrilled to renew our long-term partnership with
AEG,” said Malcolm Bruni, Group Director of Integrated Marketing
Experiences at Coca-Cola North America. “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.”
Music and sports have the unique ability to bring people
together and AEG’s unmatched portfolio of assets which spans five
continents, represents a significant and valuable platform for
Coca-Cola to connect with its global fans at the intersection of
their passion points. With this expanded renewal, Coca-Cola will
continue to engage diverse audiences across AEG’s landmark venues,
professional sporting events and music festivals, while deepening
its ties to the millions of sports and live entertainment fans it
serves around the world.
“We are proud to be building on the success of our long-standing
and fruitful relationship with Coca-Cola, a globally recognized,
best-in-class brand that has become synonymous with some of the
most significant cultural moments around the world,” said Russell
Silvers, COO, AEG Global Partnerships. “The success of our
partnership is based on our continued and mutual commitment to
innovation and excellence, and we look forward to expanding their
brand’s footprint across AEG’s one-of-a kind portfolio of sports,
live entertainment and music assets.”
Under the expanded agreement, Coca-Cola and AEG will continue to
deliver best-in-class fan experiences with the launch of a
first-of-its-kind “Coke Studio” – a 3,300 square-foot, music studio
and event space located at Crypto.com Arena. Set to soft open to
the public this fall, the fully immersive, custom-designed space
will provide visitors with an interactive opportunity to experience
the brand up close and personal. The new Coke Studio will also
feature exclusive branded merchandise and product offerings, along
with music focused activations, podcast recordings, live
performances, artist appearances and more year-round.
“We are delighted to announce the renewal of our partnership
with Coke, a brand that has truly become an integral part of our
properties,” said Lee Zeidman, President, Crypto.com Arena, Peacock
Theater and L.A. LIVE. “The introduction of Coke Studio, promises
to enrich the overall guest experience at Crypto.com Arena,
aligning perfectly with our mission to provide our fans with
one-of-a-kind experiences. We look forward to building on our many
years of successful partnership and creating even more
unforgettable moments one sip and one cheer at a time.”
As part of the renewed agreement, Coca-Cola will continue to
serve Crypto.com Arena, L.A. LIVE and Dignity Health Sports Park as
an official Founding Partner, a premium and category exclusive
designation.
Coca-Cola North America bottling partner, Reyes Coca-Cola
Bottling (RCCB), played a key role in the partnership extension
with AEG. As the regions’ exclusive bottling partner, RCCB’s
increased investment will help ensure that the distribution and
activation of Coca-Cola brands at AEG venues reflect the shared
values of partners, including a commitment to environmental
sustainability.
“As a local bottler, we see firsthand the leading role that AEG
plays in bringing fans in Southern California, and beyond, premier
music and sporting events,” said Jeff Sigmen, Chief Customer
Officer, West, RCCB. “We are incredibly excited to continue
partnering with AEG to create memorable experiences for fans that
include our Coca-Cola beverages.”
With music as a major cultural passion point, Coca-Cola will
engage new fan audiences at some of AEG Presents’ most highly
anticipated annual music events around the country. As the
exclusive soft drink partner, Coca-Cola’s products will be
strategically integrated throughout the live event experience via
an expanded footprint at key festivals and featured across various
consumer touch points with engaging and immersive activations that
elevate the on-site fan experience.
“We’re incredibly honored to be expanding our partnership with
Coca-Cola,” said Bret Heiman, Vice President of Global
Partnerships, AEG Presents. “This new chapter enhances our ability
to elevate the fan experience and captivate the global community of
music and live-entertainment enthusiasts we both value deeply.
Together, we’re set to create even more memorable moments that
resonate with millions worldwide.”
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is a total beverage company
with products sold in more than 200 countries and territories. Our
company’s purpose is to refresh the world and make a difference. We
sell multiple billion-dollar brands across several beverage
categories worldwide. Our portfolio of sparkling soft drink brands
includes Coca-Cola, Sprite and Fanta. Our water, sports, coffee and
tea brands include Dasani, smartwater, vitaminwater, Topo Chico,
BODYARMOR, Powerade, Costa, Georgia, Gold Peak and Ayataka. Our
juice, value-added dairy and plant-based beverage brands include
Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re
constantly transforming our portfolio, from reducing sugar in our
drinks to bringing innovative new products to market. We seek to
positively impact people’s lives, communities and the planet
through water replenishment, packaging recycling, sustainable
sourcing practices and carbon emissions reductions across our value
chain. Together with our bottling partners, we employ more than
700,000 people, helping bring economic opportunity to local
communities worldwide. Learn more at www.coca-colacompany.com and
follow us on Instagram, Facebook and LinkedIn.
About AEG
Headquartered in Los Angeles, California, AEG is the world's
leading sports and live entertainment company. The company operates
in the following business segments: Facilities, which through its
affiliation with ASM Global, owns, manages or consults with more
than 350 preeminent arenas, stadiums, convention centers and
performing arts venues around the world; Music through AEG
Presents, which is dedicated to all aspects of live contemporary
music performances, including producing and promoting global and
regional concert tours, music and special events and world-renowned
festivals such as the Coachella Valley Music and Arts Festival;
Real Estate, which develops world-class venues, as well as major
sports and entertainment districts like Crypto.com Arena and L.A.
LIVE, Mercedes Platz in Berlin and The O2 in London; Sports, as the
world's largest operator of high-profile sporting events and sports
franchises including the LA Kings, LA Galaxy and Eisbären Berlin;
and Global Partnerships, which oversees worldwide sales and
servicing of sponsorships including naming rights, premium seating
and other strategic partnerships. Through its worldwide network of
venues, portfolio of powerful sports and music brands and its
integrated entertainment districts, AEG entertains more than 160
million guests annually. More information about AEG can be found at
www.aegworldwide.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20231010240645/en/
Coca-Cola North America Aly Hite alhite@coca-cola.com
AEG Global Partnerships Shannon Donnelly
Shannon.donnelly@BECKMedia.com
Coca Cola (NYSE:KO)
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