Legends Global, the premier partner to the world’s greatest live events, venues and brands, can today announce that it has entered a major new, multi-year partnership with Coca-Cola Europacific Partners (CCEP). The milestone multi-million-pound deal now welcomes Coca-Cola as the official soft drinks and mixer partner across Legends Global’s complete UK venue portfolio, spanning multiple years.
The agreement will see CCEP and its iconic drinks brands including Coca-Cola Original Taste, Diet Coke, Coca-Cola Zero Sugar, Fanta, Sprite, Dr Pepper, Glaceau Smartwater and Monster Energy served up to fans visiting the most-visited live entertainment venues in the country – AO Arena, first direct bank arena, OVO Arena Wembley, Utilita Arena Newcastle, P&J Live Aberdeen, Utilita Arena Sheffield, Connexin Live, Vaillant Live, York Barbican, Sheffield City Hall, Playhouse Whitley Bay and The Bridgewater Hall.
Under the deal, CCEP will hold rights across carbonated soft drinks, energy drinks, still and sparkling bottled water, mixers and ready-to-drink alcoholic beverages, making sure fans have a wealth of options, provided by one of the world’s most recognised and trusted drinks portfolios, within world-class venues around the UK.
CCEP will also introduce a range of experiences and opportunities to further elevate the fan experience for every visit across Legends Global’s UK venues. This includes branded lounges set to be rolled out to enhance pre-show hospitality, sampling opportunities for new and limited-edition products, giveaways, prize and retail promotions and more.
Dan Chard, SVP Commercial at Legends Global said, “We’re delighted to create this multi-year partnership with Coca-Cola Europacific Partners and their iconic brands. Together, we have worked tirelessly to create a partnership which brings the Coca-Cola brand portfolio and DNA to life across Legends Global’s UK venues; from new branded fan lounges, enhanced bars, sampling of new flavours, fun pop up activations and of course bringing back Coca-Cola Original Taste to the millions of thirsty fans coming through our doors each year!”
Ryan Buchanan, Sales Director at CCEP said, “It’s fantastic to secure this long term partnership with Legends Global and again bring more of our brilliant brands to more consumers at iconic venues throughout Great Britain. We’ll continue to bring our portfolio to life across these venues and look forward to building a strong partnership over the coming years.”
Author: Sam Hyland
Sam is the assistant content manager for Event Industry News (EIN). Sam is involved in publishing news stories, videos and podcasts. Sam also collates the latest stories for the EIN e-newsletter. If you have a press release or story you think we might be interested to know about please email features@eventindustrynews.com
