Live Nation, Coca-Cola In Tune With Exclusive Partnership

October 6, 2009: The "Fame Kills" tour is no more, but in the best spirit of "the show must go on," Live Nation said a multi-year deal with Coca-Cola making the beverage giant its official soft drink is alive and kicking. Financial terms were not disclosed.

According to the Los Angeles-based entertainment and events promoter, the alliance gives Coca-Cola exclusive pouring rights in the majority of Live Nation's venues in the U.S. for a variety of products, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, Vitaminwater, Powerade, Minute Maid and other sparkling beverages, juices and juice drinks and ready-to-drink teas in the company's portfolio.

The partnership will be supported by a "broad range of integrated marketing opportunities spanning Live Nation's venues, concerts, content, VIP experiences and online ticketing and eCommerce operations in the U.S.," according to Live Nation. Live Nation has deals with such artists as U2, Madonna and Jay-Z.  The company this week canceled a nationwide "Fame Kills" tour starring Kanye West and Lady GaGa, who said she would do a solo tour.

This holiday season, the 12 million members of My Coke Rewards will gain access to bid for Live Nation tickets, artist merchandise and VIP trips to House of Blues shows across the country. The promotion is expected to provide a "myriad of benefits to Coke customers while selling incremental tickets to Live Nation concerts."

"By being part of Live Nation's comprehensive network of venues which showcase some of the biggest tours and superstar artists, we'll be able to offer people exciting new ways to combine their love of Coca-Cola and music before, during and after the show," Beatriz Perez, svp-integrated marketing for Coca-Cola North America, said in a statement.

According to Russell Wallach, president of national alliances at Live Nation, "Utilizing Live Nation's network of venues, concerts, ticketing and online assets, The Coca-Cola Company will fully tap into the power of live music and its intimate connection with millions of fans to further build on the immense popularity of its beverages." Back to Home Page