Tuesday, Live Nation Inc. (LYV) and the Coca-Cola Co. (KO) announced a multi-year strategic sponsorship and marketing alliance. Live Nation added that the new association leverages its artist-to-fan distribution platform to provide Coca-Cola with a broad range of integrated marketing opportunities spanning Live Nation's venues, concerts, content, VIP experiences and online ticketing and ecommerce operations in the United States.
This sponsorship agreement makes Coca-Cola the official soft drink of Live Nation, granting exclusive pouring rights in the majority of the company's venues in the U.S. for a variety of products in the Coca-Cola Company portfolio as well as ready to drink teas, coffees and juices, Live Nation stated.
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