US drinks giant Pepsi has signed a three-year deal with Live Nation, the world’s largest live music company, which it claims will lead to more than 5 million people drinking its products at music events each year.
The tie-up follows the collaborations between the two companies at a number of this year’s music festivals across the UK, including Escape in the Park and the O2 Wireless Festival
As part of the deal, Pepsi will sell its drinks at high-profile events like Global Gathering.
It will have exclusive rights to provide refreshments at 31 Live Nation-owned and operated properties, including the Cardiff International Arena, Manchester Apollo, Liverpool Empire and London’s Dominion Theatre.
Pepsi drinkers will also have the chance to win tickets for the events, with regular competitions running on Pepsi’s UK website.