LN’s Sweet Deal

Live Nation and Coca-Cola have partnered for a multiyear sponsorship and marketing deal.

The agreement makes Coke the “official soft drink” of Live Nation, and the company’s bevs will now play a prominent role in LN venues, concerts, VIP experiences and online operations.

An upcoming holiday initiative will grant 12 million members of My Coke Rewards access to bid on LN tickets, artist merch and VIP trips to House of Blues shows around the U.S.