After announcing a new multi-year renewal agreement with AEG, Coca-Cola is expanding into the crypto industry.
The renewed partnership, brokered by AEG Global Partnerships, will bring a brand new “Coke Studio” to the Crypto.com Arena in Los Angeles, home of the NBA’s Los Angeles Lakers and Clippers, the NHL’s Los Angeles Kings and the Los Angeles of the WNBA. Sparks.
The “Coke Studio” offers visitors immersive fan experiences and music-driven activations year-round.
In addition, Coca-Cola remains the official soft drinks partner of AEG’s leading global venues such as The O2 in London, Mercedes-Benz Arena in Berlin, Accor Arena in Paris and Qudos Bank Arena in Sydney.
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Coca-Cola also remains the official soft drink partner of AEG’s professional sports franchises, such as LA Galaxy, LA Kings, Ontario Reign, Eisbären Berlin and Hammarby Fotboll.
In addition, Coca-Cola will retain its exclusive pouring and sponsorship rights to AEG’s music festivals, including the Coachella Valley Music and Arts Festival, Stagecoach Country Music Festival, New Orleans Jazz & Heritage Festival and Firefly Music Festival.
Coca-Cola, crypto and NFT
Coca-Cola has been actively exploring the potential of blockchain technology, cryptocurrencies and non-fungible tokens (NFTs). The company has expressed interest in leveraging these technologies to grow its brand presence and connect with its global audience in new and exciting ways.
In July 2021, Coca-Cola partnered with Decentraland, OpenSea NFT Marketplace and Tafi to host a digital collectibles auction on World Friendship Day. This auction featured NFTs created by Coca-Cola to celebrate the brand’s core elements. The NFTs were reinterpreted for the virtual world, allowing users to interact with Coca-Cola in a unique way.
Coca-Cola has also tried to integrate blockchain technology into its supply chain management. In August 2021, Coke One North America (CONA), a technology partner of Coca-Cola bottlers in North America, adopted blockchain technology to improve the efficiency of its supply chain processes.
Moreover, Coca-Cola has ventured into accepting cryptocurrencies as a means of payment. In partnership with Centrapay, the company enabled residents of Australia and New Zealand to purchase Coca-Cola products through vending machines using Bitcoin and other cryptocurrencies.
More recently, Coca-Cola announced the launch of a surprise NFT collection on the Polygon blockchain. Although the initial offering is limited to Coca-Cola’s Serbian division, it demonstrates the company’s continued interest in exploring the potential of NFTs.
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