Venu Holding Corporation a developer and operator of high-end entertainment destinations, has officially named PepsiCo as the exclusive beverage supplier for its Sunset Amphitheater portfolio. The multi-year agreement covers existing and upcoming developments in major Texas and Oklahoma markets, including Houston, McKinney, El Paso, and Broken Arrow. This partnership aligns one of the world’s largest beverage portfolios with VENU’s aggressive nationwide expansion strategy.
Strategic Scope of the Beverage Agreement
Under the terms of the deal, PepsiCo will provide a comprehensive range of products across several beverage categories. This includes carbonated soft drinks, bottled waters, sports drinks, sparkling beverages, and ready-to-drink coffee and tea.
The initial rollout will focus on VENU’s active developments in the following regions:
Broken Arrow, Oklahoma
McKinney, Texas
Houston, Texas
El Paso, Texas
As VENU continues its vertical integration of hospitality and live entertainment, the partnership is expected to scale alongside new site acquisitions and venue openings across the United States.
Enhancing the Venue Hospitality Model
The collaboration is designed to integrate PepsiCo’s global brand recognition into VENU's hospitality-first business model. By securing a single primary supplier, VENU streamlines its supply chain operations while ensuring brand consistency across its diverse geographic footprint.
Kyle Faulconer, Senior Vice President of the Texoma Region at PepsiCo Beverages U.S., noted that the partnership allows the company to reach audiences within high-growth entertainment environments. For VENU, the move is a critical component of their "elevated fan experience," which seeks to differentiate their venues through high-quality food and beverage offerings.
Facilitation and Industry Support
The agreement was facilitated by Connect Partnership Group, a firm specialising in naming rights and corporate sponsorships. The addition of PepsiCo follows a series of high-profile partnerships for VENU, which currently includes agreements with Aramark Sports + Entertainment, Tixr, and several notable individual investors and brand partners.
About Venu Holding Corporation
VENU remains focused on the development and operation of premium outdoor amphitheatres and adjacent hospitality assets. The company’s Sunset Amphitheatre brand is positioned to capture a growing segment of the live music market by providing luxury-tier amenities and curated food and beverage programs.
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