PepsiCo has secured a wide-ranging partnership with SoFi Stadium, the multi-purpose $5bn future home of the NFL’s Los Angeles Rams and Los Angeles Chargers, and the surrounding 298-acre Hollywood Park sports and entertainment district.
As part of the deal, Pepsi and Frito-Lay will become the exclusive soft drink and salty snacks partners of the venue, which is scheduled to open in July 2020.
PepsiCo will also gain category-exclusive marketing, sponsorship and promotional rights across the development, as well as certain soft drink and snacking rights for SoFi Stadium, the performance venue, and American Airlines Plaza.
In addition, PepsiCo will host a 46,000-square-foot space in the stadium’s south zone, where fans can experience a series of culinary and entertainment activations. PepsiCo will also gain sponsorship, soft drink and certain snacking rights to the Rams.
To kick off the partnership, PepsiCo on October 10 will host SoFi Stadium’s first tailgate party for workers responsible for building the stadium.