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Pepsi Takes Center Stage at Radio City Music Hall Replaces Coke as the 'Official Soft Drink'

 Company Announces Deal With #1 Entertainment Property and
 #1 Live Show in America


SOMERS, N.Y., Nov. 25 /PRNewswire/ -- Pepsi-Cola Company and Radio City Productions, Inc. announced today they have signed an exclusive beverage entertainment marketing agreement which makes Pepsi the "Official Soft Drink" of the famed Radio City Music Hall, effective January 1, 1997. Radio City is currently recognized as the nation's #1 entertainment theater in the country. The deal replaces a previous long-term association with Coca-Cola.

In addition, the agreement provides for joint marketing programs with the #1 Show in America -- the world-famous Radio City Christmas Spectacular -- and promotional opportunities with one of the nation's leading concert series.

"Pepsi-Cola has been a prominent player in the entertainment industry for years. They are a premier marketer of innovative world class products, and will be a strong partner to help us entertain the millions of people who come to see our concerts and attractions both at Radio City and around the country," said Arlen Kantarian, Chief Operating Officer of Radio City Productions.

As part of this three-year deal, Pepsi will have category exclusive pouring, signage and branding rights at one of the nation's most prestigious venues as well as the rights to cooperative advertising and promotional initiatives in the marketplace that will promote a wide range of Radio City entertainment events and provide exciting offers to consumers. Participating Pepsi brands included in the agreement are Pepsi, Diet Pepsi, Mountain Dew, Lipton Iced Teas, Ocean Spray Juices and All Sport Body Quencher.

"Radio City has a long and rich history of bringing world-class talent and entertainment events here and abroad," said Rick Rock, Vice President of Media and Entertainment Marketing for Pepsi. "This partnership agreement not only provides a prominent platform for us to reach the millions of spectators who enjoy Radio City events each year, but allows us to link with consumers in our own backyard in a fun and meaningful way."

Last year, Radio City was recognized by Amusement Business Magazine as the #1 venue in its category, with the #1 live show in the country -- The Radio City Christmas Spectacular -- with over 1 million people expected to attend the show this year. Radio City also presents a wide range of concerts and attractions from Whitney Houston and The Cure, to Kenny G, Toni Braxton, Rosie O'Donnell, LL Cool J, ZZ Top, The Allman Brothers and more. In addition, Radio City annually hosts such high-profile events as the ESPY awards, MTV Awards, and the Daytime Emmy Awards. Outside the Music Hall, Radio City produces live events and television specials from Super Bowl Half-time shows, to three outside productions of The Radio City Christmas Spectacular to The Great Radio City Spectacular in Las Vegas.

Radio City productions is a worldwide entertainment company recognized for its event productions and entertainment marketing in the areas of concerts, attractions, special events, sports spectaculars, and television. Other sponsors include American Express, American Airlines, AT&T and Minolta.

Pepsi-Cola, headquartered in Somers, NY is a division of PepsiCo, Inc.

SOURCE Pepsi-Cola Company
 -0- 11/25/96


/CONTACT: Alyssa Schaier of Pepsi-Cola, 914-767-7211; or Stephen Henderson of Radio City Productions, 212-632-4085/

(PEP)

CO: Pepsi-Cola Company; Radio City Productions ST: New York IN: FOD ENT SU:

MW-MM -- NYM135 -- 3914 11/25/96 16:22 EST http://www.prnewswire.com
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Publication:PR Newswire
Date:Nov 25, 1996
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