AEG, Pernod Ricard Re-Up Partnership

Global wine and spirits leader Pernod Ricard USA has renewed its long-standing partnership with AEG.

The multiyear renewal, brokered by AEG Global Partnerships, will see Pernod Ricard continue as an official and exclusive partner in key premium spirits categories across AEG’s expansive portfolio of assets, including its premier venues and destinations such as Crypto.com Arena, L.A. LIVE, Peacock Theater, and The Novo in Los Angeles, T-Mobile Arena in Las Vegas, as well as at AEG Presents music festivals including Coachella Valley Music and Arts Festival, Stagecoachand the brand-new Morgan Wallen-curated Sand In My Boots launching this year in Gulf Shores, Alabama.

As part of the expanded partnership, Pernod Ricard will activate its key brands through fan activations and consumer touchpoints at select properties across AEG’s portfolio.

“Renewing this partnership is a testament to the strength of our collaboration with AEG and its ability to bring our brands to life in extraordinary ways,” said Anu Rao, Senior Vice President, Communications. “By aligning our portfolio with AEG’s unmatched reach across venues, sports, festivals, and events, we’ve been able to build powerful relationships with consumers and deliver memorable experiences that reflect the unique qualities of our brands. This renewal allows us to deepen those connections, strategically grow our brands, and inspire moments of celebration for sports and live-entertainment fans alike.”

“Our venues, teams and events provide the ultimate platform for brands to connect with fans in meaningful ways,” said Nick Baker, President and Chief Operating Officer, AEG Global Partnerships. “The renewal of our partnership with Pernod Ricard reflects the value we’ve created together over the past decade and the opportunities we have ahead to further integrate their premium brands into the extraordinary experiences we deliver.”

This renewal comes on the heels of a recent announcement naming Pernod Ricard North America as the official whiskey partner of Major League Soccer and several clubs.

In addition to sports, AEG’s leading festivals will remain a cornerstone of the partnership going forward. Under the new agreement, Pernod Ricard continues its role as the official and exclusive vodka, tequila, whiskey, and rum partner for events such as the Coachella Valley Music and Arts Festival and at Stagecoach. Pernod Ricard will also debut a first-of-its-kind, limited-edition Código 1530 Tequila bottle created exclusively for attendees of this year’s Stagecoach in celebration of the renewed partnership.

“Music and live entertainment are essential to how we bring people together, and our partnership with Pernod Ricard is built on creativity and our shared values,” said Andrew Klein, President of Global Partnerships at AEG Presents. “By integrating their signature brands into our festivals, arenas, and events, we’re able to create immersive experiences that resonate deeply with our fans and reflect the spirit of collaboration that’s come to define this partnership. Whether it’s a signature cocktail at a festival or a branded activation in one of our venues, this collaboration continues to set a standard for excellence and creativity.”