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LOS ANGELES Coca-Cola has entered into a multiyear marketing and sponsorship alliance with Live Nation, the world’s largest concert promoter.
As “the official soft drink of Live Nation,” Coke will develop cross-marketing deals using the entertainment giant’s assets with a goal of selling more drinks and promoting concerts and artists. Live Nation’s vertical assets include its concert venues (House of Blues, others), artist relationships, VIP experiences, online ticketing, licensing and merchandising, music distribution and a growing list of artist-to-fan services.
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