Legends Global Agrees Deal With Coca-Cola Europacific Partners

Legends Global today announced that it has entered a multi-year partnership with Coca-Cola Europacific Partners (CCEP). In what is described as a “multi-million-pound deal”, Coca-Cola becomes the official soft drinks and mixer partner across Legends Global’s complete UK venue portfolio, spanning multiple years.

Fans visiting Manchester’s AO Arena, first direct bank arena in Leeds, OVO Arena Wembley, Utilita Arena Newcastle, P&J Live Aberdeen, Utilita Arena Sheffield, Connexin Live in Hull, Vaillant Live Derby, the York Barbican, Sheffield City Hall, Playhouse Whitley Bay and The Bridgewater Hall.

Under the deal, CCEP will hold rights across carbonated soft drinks, energy drinks, still and sparkling bottled water, mixers and ready-to-drink alcoholic beverages, making sure fans have a wealth of options.

According to today’s press release, “CCEP will also introduce a range of experiences and opportunities to further elevate the fan experience for every visit across Legends Global’s UK venues. This includes branded lounges set to be rolled out to enhance pre-show hospitality, sampling opportunities for new and limited-edition products, giveaways, prize and retail promotions and more.”

See: Legends Global Invests $87M Into Utilita Arena Newcastle, UK

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Dan Chard, SVP Commercial at Legends Global said, “We’re delighted to create this multi-year partnership with Coca-Cola Europacific Partners and their iconic brands. Together, we have worked tirelessly to create a partnership which brings the Coca-Cola brand portfolio and DNA to life across Legends Global’s UK venues; from new branded fan lounges, enhanced bars, sampling of new flavours, fun pop up activations and of course bringing back Coca-Cola Original Taste to the millions of thirsty fans coming through our doors each year!”

Ryan Buchanan, Sales Director at CCEP said, “It’s fantastic to secure this long term partnership with Legends Global and again bring more of our brilliant brands to more consumers at iconic venues throughout Great Britain. We’ll continue to bring our portfolio to life across these venues and look forward to building a strong partnership over the coming years.”

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