Two global giants – a world leader in soft drinks and the world’s most popular music, entertainment and leisure venue[1] – are joining forces to bring the millions of fans who visit The O2 each year, even more choice.

With a portfolio boasting over 35 brands that are exported to more than 100 countries, the five-year deal brokered by AEG Global Partnerships, will see Britvic Soft Drinks become The O2’s Official Soft Drinks partner – with hero brand Pepsi MAX served and seen across the venue.

Pepsi MAX and The O2 have a long history of championing live music, and, from 1st January 2022, the partnership will mean pouring and supply rights across all bars at indigo at The O2 and concourse bars, suites and premium bars including The Deck, AMEX Lounge, O2 Blueroom and Sky Backstage bars at The O2 arena. The deal will also welcome a takeover of the level 1 bar which is to be rebranded as The London Essence Company bar. In addition, Britvic will have activation opportunities at the venue and access to tickets for Up at The O2 ­ – a climbing experience across The O2 arena’s famous roof – for promotional use.

Sustainability will be a key initiative throughout the partnership with a strategy being developed that aligns with the venue’s net zero ambitions and Good Vibes All Round initiatives. Britvic will also become the first venue partner to introduce 100% recycled materials for all static brand signage across the site.

The sustainability strategy will be supported by Britvic’s existing Healthier People, Healthier Planet sustainability strategy which has already seen the business:

  • Cut more than 3,000 tonnes of plastic from its supply chain through packaging redesign1
  • Begin the switch to 100% recycled plastic across all its PET plastic bottles made in Great Britain2, with Pepsi MAX single serve (500ml and 600ml bottles) already available in 100% rPET
  • Develop innovative dispense solutions to reduce packaging even further

Nathan Kosky, Vice President, AEG Global Partnerships said: “As we welcome back fans to The O2, the customer experience has never been more important and by partnering with Britvic, who are global leaders in soft drinks, we’ll be providing a broad range of beverages that enhances our fan offering to provide a best in class experience. It’s also really important for us to be working with brands who share our values and we’re pleased to have that opportunity with Britvic, and eager to get up and running to develop our sustainability ambitions.” 

Adam Russell, Director of Foodservice & Licensed at Britvic GB added: “The O2 is an iconic venue that has played host to some of the world’s greatest performers. Now fresh names are joining The O2 line-up – this time on the bar rather than the main stage. We know that iconic brands such as Pepsi MAX, Tango and The London Essence Company’s premium tonics are the ultimate warm up acts to some of the world’s top talent and, thanks to this new partnership with The O2, we can help more people enjoy life’s everyday moments.”

[1] Pollstar’s No1 International venue 10 times – Billboard ranks The O2 as the world’s #1 venue by ticket sales and in 2020 named The O2 venue of the decade 2010-2020

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