New York’s Madison Square Garden Company has entered into a wide-ranging partnership with multinational food and beverage company PepsiCo.
From September 1, PepsiCo will become an official signature marketing partner of MSG under a multi-year contract.
PepsiCo becomes the exclusive non-alcoholic beverage and salty snack partner across MSG properties such as the Madison Square Garden arena in Manhattan, the Hulu Theater at Madison Square Garden, Radio City Music Hall and the Beacon Theatre; the Forum in Inglewood, California; The Chicago Theatre; and select TAO Group entertainment dining and nightlife venues.
PepsiCo will replace rival soft drinks manufacturer Coca-Cola as MSG’s non-alcoholic beverage partner. Coca-Cola had been a partner of MSG for more than 100 years.
The agreement also includes MSG’s two major league tenants – NBA basketball team the New York Knicks and NHL ice hockey franchise the New York Rangers. The Westchester Knicks, the New York Knicks’ G League affiliate, are also covered by the deal. Additionally, the deal covers esports organisation Counter Logic Gaming.
PepsiCo’s exclusive marketing rights will include mobile, television and digital assets, along with in-venue signage and the right to create promotional opportunities at external points of sale. The company will also have a presence on MSG Networks during live coverage of Knicks and Rangers games.
The Pepsi and Mountain Dew brands will create consumer activations and entertainment experiences for fans, including integrations with the Knicks and Rangers. PepsiCo products that will be sold at all MSG venues include Pepsi, Pepsi Zero Sugar, Diet Pepsi, Mountain Dew, Mountain Dew Kickstart, Gatorade, Lay’s, Doritos, Cheetos, Smartfood, Aquafina, Bubly, Lifewtr, Lipton and Pure Leaf iced teas, Naked Juice, KeVita and SunChips.
The Madison Square Garden Arena will showcase a range of PepsiCo’s product innovations, including culinary-inspired offerings featuring Frito-Lay products. The Garden’s eighth-floor concourse will also be renamed as the Pepsi Concourse and will be fitted with the Pepsi Fan Deck.
Indra Nooyi, chairman and chief executive of PepsiCo, said: “This historic partnership brings two iconic New York companies together and builds on PepsiCo’s strong presence in New York City and beyond. We look forward to collaborating throughout all MSG properties to bring consumers once-in-a-lifetime opportunities and to redefining fan experiences across music, sports, entertainment and gaming.”