PepsiCo Replaces Coca-Cola As Live Nation's Official Soft Drink, Bottled Water Partner — billboard.com

Music's cola wars are heating up again. PepsiCo announced a new multi-year partnership with Live Nation as the music company's official carbonated soft drink and bottled water partner, replacing previous partner Coca-Cola, which inked a five-year deal in 2009. Participating brands include Pepsi and Mountain Dew. Simon Lowden, chief marketing officer for PepsiCo's North American Beverages, and Russell Wallach, president of Live Nation Media & Sponsorship, were expected to elaborate on the deal in a panel hosted at the Fast Company Grill during South By Southwest Monday (March 16) afternoon.

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