PepsiCo has today (Thursday) entered into a wide-ranging partnership with Hollywood Park in a deal that names Pepsi and Frito-Lay as the exclusive soft drink and salty snacks partners at SoFi Stadium, the under-construction home of the Los Angeles Rams and Chargers NFL American football teams.
The partnership extends across the two teams and the wider Hollywood Park complex and has been signed ahead of the stadium’s planned opening next July.
The 70,000-seat SoFi Stadium will serve as the centrepiece of Hollywood Park, which will also include the 2.5-acre American Airlines Plaza and a 6,000-seat performance venue.
As a founding partner of Hollywood Park, PepsiCo will receive category-exclusive marketing, sponsorship and promotional rights across the site, as well as certain soft drink and snacking rights across SoFi Stadium, American Airlines Plaza and the performance venue.
PepsiCo’s Frito-Lay division will lead the snacking experience with brands that could include Tostitos, while PepsiCo will host a 46,000-square-foot space in the south zone of SoFi Stadium.
Kris Licht, president of PepsiCo Beverages North America West Division, said: “What Stan Kroenke is developing with SoFi Stadium and Hollywood Park will combine everything we could want in a sports, music and entertainment destination, and we look forward to offering our refreshing beverages, delicious snacks and unforgettable experiences in what is bound to become the most talked about location in Los Angeles.”
Jason Gannon, managing director of SoFi Stadium and Hollywood Park, added: “PepsiCo’s fan-first approach to entertainment aligns with our goal to deliver a new global stage that will host world-renowned acts and events.
“SoFi Stadium is already home to Super Bowl LVI and the opening and closing ceremonies of the 2028 Olympic Games, and we are excited to partner with PepsiCo to continue to add to the extraordinary experiences that are coming to Los Angeles when we open in July 2020.”
PepsiCo has been a partner of the Chargers for the past 15 years and is a recent partner of the Rams.
To mark the exclusive partnership with SoFi Stadium and Hollywood Park, PepsiCo will host SoFi Stadium’s first tailgate party for workers who have built the stadium. The party will celebrate the approximately 3,000 construction workers and will feature a range of games, food and beverages and a performance from hip-hop artist Warren G.
Digital personal finance company SoFi acquired naming rights to the stadium last month in a 20-year deal that will reportedly be worth more than $30m (£24.5m/€27.2m) a year.
Two Taylor Swift concerts have already been pencilled in as the opening events at the state-of-the-art stadium.
Image: SoFi Stadium