A significant milestone in the spirits and entertainment industries has been reached as Pernod Ricard USA renews its longstanding collaboration with AEG, the global leader in sports and live entertainment. This multiyear extension solidifies Pernod Ricard's role as an official and exclusive partner across key premium spirit categories within AEG’s extensive portfolio. The partnership spans iconic venues like Crypto.com Arena, T-Mobile Arena, and renowned festivals such as Coachella and Stagecoach. Additionally, it strengthens ties with celebrated sports teams like the LA Kings. Through immersive activations and consumer touchpoints, this renewed alliance aims to enhance fan experiences while showcasing Pernod Ricard’s expansive range of brands.

This expanded agreement represents over a decade of successful collaboration between the two giants. It provides unique opportunities for Pernod Ricard to highlight its marquee brands on international stages, including upcoming events like the 2026 FIFA World Cup, Super Bowl LXI in 2027, and the 2028 Olympic & Paralympic Games. As part of this renewal, Pernod Ricard will leverage signature spaces like the Jameson Pod at T-Mobile Arena and specialty bars featuring Código 1530 Tequila and Jameson Irish Whiskey at Crypto.com Arena and L.A. LIVE.

Moreover, AEG’s prestigious festivals remain central to this partnership. At Coachella, Absolut Vodka engages festival-goers through culturally relevant activations, while Malibu Beach House returns for another year at Stagecoach. Notably, Pernod Ricard introduces a limited-edition Código 1530 Tequila bottle exclusively for Stagecoach attendees. Furthermore, the company debuts at Sand In My Boots, a new multi-genre festival presented by Morgan Wallen, offering engaging activations featuring Absolut Vodka and Malibu.

Pernod Ricard USA, headquartered in New York, is the largest subsidiary of Paris-based Pernod Ricard SA, the world’s second-largest spirits and wine company. Employing approximately 19,000 globally, it boasts leading brands like Absolut Vodka, Jameson Irish Whiskey, and Perrier-Jouët Champagne. Meanwhile, AEG operates in various segments, including music, venues, sports, global partnerships, and ticketing. Together, these organizations entertain over 90 million guests annually, reinforcing their commitment to excellence and innovation.

This renewed partnership signifies not only a deepened commercial relationship but also a shared dedication to delivering exceptional fan experiences. By integrating Pernod Ricard’s diverse portfolio into AEG’s unparalleled network, both companies aim to elevate live-event experiences, creating lasting memories for fans worldwide. From immersive brand activations to strategic presence at major cultural moments, this collaboration continues to set benchmarks in the industry.