NEW YORK (CelebrityAccess) After a century of serving Coca-Cola to its customers, Madison Square Garden (and its properties) has switched to Pepsi.
PepsiCo will become the exclusive non-alcoholic beverage and salty snack partner for Madison Square Garden, The Hulu Theater at Madison Square Garden, Radio City Music Hall and the Beacon Theatre; the Forum in Inglewood, Calif.; The Chicago Theatre; and select TAO Group entertainment dining and nightlife venues.
“We are pleased to welcome PepsiCo to The Madison Square Garden Company,” said James Dolan, Executive Chairman and Chief Executive Officer, The Madison Square Garden Company. “Both MSG and PepsiCo have built a collection of world-renowned brands, and have a passion for bringing people together through unforgettable live experiences. We are confident that this partnership will benefit our customers, as well as both our businesses.”
“We’re honored to join the MSG family and partner with this truly extraordinary organization,” said Indra Nooyi, Chairman and Chief Executive Officer, PepsiCo. “This historic partnership brings two iconic New York companies together and builds on PepsiCo’s strong presence in New York City and beyond. We look forward to collaborating throughout all MSG properties to bring consumers once-in-a-lifetime opportunities and to redefining fan experiences across music, sports, entertainment and gaming.”
Meanwhile, Pepsi becomes the non-alcoholic beverage sponsor for the annual iHeartRadio Z100 Jingle Ball at the Garden at the end of this year, and PepsiCo revealed at a press conference that Bebe Rexha is the first performer announced.
Dierks Bentley is the first concert at MSG that will have an audience drinking Pepsi.
The partnership will give PepsiCo and its brands a broad presence and affiliation with MSG’s marquee assets. PepsiCo’s exclusive marketing rights to MSG properties will include mobile, TV and digital assets, in-venue signage, as well as the right to create retail promotional opportunities at external points of sale.