Pernod Ricard USA (Pernod Ricard) has renewed its long-standing partnership with sports and live entertainment company AEG. The multiyear renewal, brokered by AEG Global Partnerships, will see Pernod Ricard continue as an official and exclusive partner in key premium spirits categories across AEG’s expansive portfolio of assets, including its premier venues and destinations such as Crypto.com Arena, L.A. LIVE, Peacock Theater and The Novo in Los Angeles, T-Mobile Arena in Las Vegas and more.
As part of the expanded partnership, Pernod Ricard will gain additional opportunities to activate its key brands—including Código 1530 Tequila, Absolut Vodka, Malibu White Rum, Jameson Irish Whiskey, Perrier Jouet, Skrewball Peanut Butter Whiskey, Sainte Marguerite and more – through immersive fan activations and elevated consumer touchpoints at select properties across AEG’s portfolio, according to the company.
“Renewing this partnership is a testament to the strength of our collaboration with AEG and its ability to bring our brands to life in extraordinary ways,” said Anu Rao, senior vice president, Communications, in a news release. “By aligning our portfolio with AEG’s unmatched reach across venues, sports, festivals, and events, we’ve been able to build powerful relationships with consumers and deliver memorable experiences that reflect the unique qualities of our brands. This renewal allows us to deepen those connections, strategically grow our brands, and inspire moments of celebration for sports and live-entertainment fans alike.”
“Our venues, teams and events provide the ultimate platform for brands to connect with fans in meaningful ways,” added Nick Baker, president and chief operating officer, AEG Global Partnerships. “The renewal of our partnership with Pernod Ricard reflects the value we’ve created together over the past decade and the opportunities we have ahead to further integrate their premium brands into the extraordinary experiences we deliver.”
In addition to sports, AEG’s leading festivals will also remain a cornerstone of the partnership going forward. Under the new agreement, Pernod Ricard continues its role as the official and exclusive vodka, tequila, whiskey and rum partner for events such as the Coachella Valley Music and Arts Festival, according to the company, where Absolut Vodka will engage festival-goers through culturally relevant activations. Pernod Ricard will also be the official partner for Stagecoach: California’s Country Music Festival, where the Malibu Beach House, a fan favorite, will return for the 9th consecutive year.
