New York’s Madison Square Garden Company has ended its long-running partnership with Coca-Cola by teaming up with rival soft drinks producer PepsiCo.

The deal officially begins on September 1, from which point PepsiCo will serve as the exclusive non-alcoholic beverage and salty snack partner of MSG properties, such as Manhattan’s Madison Square Garden arena, the Hulu Theater at Madison Square Garden, Radio City Music Hall and the Beacon Theatre; the Forum in Inglewood, California; The Chicago Theatre; and selected TAO Group entertainment dining and nightlife venues.

It marks a change in strategy for MSG, whose previous partnership with Coca-Cola had lasted more than 100 years.

Manhattan’s Madison Square Garden serves as the home of NBA basketball outfit the New York Knicks and NHL ice hockey team the New York Rangers, both of which will become an official partner of PepsiCo. The deal also covers the Knicks’ G League affiliate team, Westchester Knicks, along with the Counter Logic Gaming esports organisation.

As part of the agreement, PepsiCo will be granted marketing rights across mobile, television and digital assets, in-venue signage and promotional opportunities at external points of sale. Additional exposure will be provided during broadcasts of Knicks and Rangers games.

The 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.

PepsiCo product innovations, including culinary-inspired offerings featuring Frito-Lay products, will also be showcased at the Manhattan arena. The Garden’s eighth-floor concourse will also become known as the Pepsi Concourse, with the ‘Pepsi Fan Deck’ gathering space to be created.

“We are pleased to welcome PepsiCo to the Madison Square Garden Company,” James Dolan, executive chairman and chief executive of the company, said. “Both MSG and PepsiCo have built a collection of world-renowned brands and have a passion for bringing people together through unforgettable live experiences. We are confident that this partnership will benefit our customers, as well as both our businesses.”

Indra Nooyi, chairman and chief executive of PepsiCo, added: “We’re honoured to join the MSG family and partner with this truly extraordinary organisation. 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.”

Image: Anthony Quintano