PepsiCo Secures Multi‑Year Live‑Nation Venue Partnership Expanding Reach to 110 U.S. Concert Locations

PepsiCo has struck a new multi‑year partnership with Live Nation, announced on September 28, 2026, to place its beverages and snack portfolio in over 110 concert venues across the United States. Select locations will feature new menu items collaboratively developed by PepsiCo Foods and Live Nation culinary teams.

This agreement adds to PepsiCo’s presence in high-traffic entertainment venues such as Northwell at Jones Beach Theater, Credit Union 1 Amphitheatre, and Hollywood Palladium, where fans will find a wide range of offerings from Pepsi® and PepsiCo Foods. Beverage options include Pepsi®, Pepsi® Zero Sugar, Mountain Dew®, Starry®, Mug® Root Beer, Tropicana® Lemonade, and poppi® Strawberry Lemon, alongside snacks like Lay’s®, Doritos® (Cool Ranch® and Nacho Cheese), Cheetos® (Regular and Flamin’ Hot®), and Miss Vickie’s®. Additional regional favorites tailored to local tastes—such as Cheetos® Flamin’ Hot Limon, Doritos Dinamita®, Funyuns® Flamin’ Hot®, Fritos® Chili Cheese, and Ruffles® Cheddar—will also be available.

This move reflects PepsiCo’s strategy of embedding its brands into experiential and leisure settings, potentially strengthening consumer engagement at live events. While the company’s stock (PEP) trades at a verified price of $125.89 as of October 2, 2026, with a modest decline of 0.06%, there is no immediate market reaction or causation link reported in relation to this announcement.

Looking ahead, this partnership may broaden PepsiCo’s venue-level market access and pave the way for heightened brand exposure among concertgoers. Observers may monitor upcoming quarter updates or investor communications for any measurable impact on volume, revenue from venue sales, or broader marketing ROI associated with this initiative.