Pepsi Renews MSG Deal, Expands Into The Exosphere
- by Joe Mandese @mp_joemandese, March 5, 2025
Madison Square Garden's family of companies this morning announced they will continue to be no Coke, Pepsi venues in terms of both media and concession presence, but they are also adding exclusivity for the marketer's snack line.
The MSG companies sports and entertainment venues and properties include New York’s Madison Square Garden, Radio City Music Hall, The Theater at Madison Square Garden and the Beacon Theatre; The Chicago Theatre; Sphere in Las Vegas; the New York Knicks, New York Rangers and Westchester Knicks professional sports franchises; the Christmas Spectacular Starring the Radio City Rockettes; and MSG Networks.
As part of the partnership, PepsiCo brands will expand their exposure to the "Exosphere," the fully customizable LED exterior of Sphere and the largest LED screen in the world.
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Pepsi will also continue to entitle the eighth-floor concourse at MSG's namesake New York City arena and will have an enhanced presence to MSG Network's coverage of Nicks and Rangers games, as well as a variety of non-team programming.
The brand’s exclusive marketing rights continue to include mobile, TV and digital assets; and both marquee and digital board out-of-home signage at Madison Square Garden, as well as expanded in-venue signage at all events at Madison Square Garden, Radio City Music Hall, Beacon Theatre and The Chicago Theatre.
The deal also expands Pepsi's presence to include a prominent integration with the Radio City Rockettes' "Christmas Spectacular," which reaches more than one million attendees each year.
The expanded deal builds on an initial one struck between the companies in 2018.
