Pernod Ricard and AEG Extend Long-Standing Partnership With Broadened Multi-Asset Deal
Pernod Ricard USA, a prominent player in the global spirits and wine industry, has reaffirmed its commitment to world-class entertainment by renewing its long-standing partnership with AEG, the world’s leading sports and live entertainment company. This multiyear renewal, facilitated by AEG Global Partnerships, underscores the strong collaboration between the two organizations and ensures that Pernod Ricard remains the official and exclusive partner across key premium spirits categories within AEG’s extensive portfolio of high-profile properties and events.
This renewed partnership cements Pernod Ricard’s position at the forefront of the fan experience, spanning across major AEG-owned venues and destinations. These include premier locations such as the Crypto.com Arena, L.A. LIVE, the Peacock Theater, and The Novo in Los Angeles, the T-Mobile Arena in Las Vegas, and a collection of internationally renowned music festivals curated by AEG Presents. These include the Coachella Valley Music and Arts Festival, Stagecoach: California’s Country Music Festival, and the debut of the brand-new Sand In My Boots Festival in Gulf Shores, Alabama. The agreement also secures Pernod Ricard’s continued role as an official partner of the LA Kings, the two-time Stanley Cup Champions, reflecting the brand’s deep ties to the world of professional sports.
Through this expanded agreement, Pernod Ricard is set to activate a broader range of its signature brands—including Código 1530 Tequila, Absolut Vodka, Malibu White Rum, Jameson Irish Whiskey, Perrier-Jouët, Skrewball Peanut Butter Whiskey, Sainte Marguerite, and others—at key AEG venues and events. These activations will offer fans immersive, curated experiences that blend the vibrancy of live entertainment with Pernod Ricard’s refined spirits portfolio.
The timing of this expanded partnership is strategic, coinciding with a host of high-profile global events scheduled for Los Angeles in the coming years. These include the 2026 FIFA World Cup, Super Bowl LXI in 2027, and the 2028 Olympic and Paralympic Games. These international spectacles offer Pernod Ricard an unparalleled opportunity to showcase its brands on the world’s largest stages, deepening engagement with diverse audiences and reinforcing its identity as a brand that celebrates moments of cultural significance.
“Renewing this partnership is a testament to the strength of our collaboration with AEG and its ability to bring our brands to life in extraordinary ways,” said Anu Rao, Senior Vice President of Communications at Pernod Ricard USA. “By aligning our portfolio with AEG’s unmatched reach across venues, sports, festivals, and events, we’ve been able to build powerful relationships with consumers and deliver memorable experiences that reflect the unique qualities of our brands. This renewal allows us to deepen those connections, strategically grow our brands, and inspire moments of celebration for sports and live-entertainment fans alike.”
This latest agreement builds on more than a decade of shared success and growth between Pernod Ricard and AEG. Over the years, their partnership has become a benchmark for excellence in aligning global beverage brands with entertainment platforms. The renewed commitment signifies not only a continuation but an evolution—one that embraces innovation and creativity to deliver exceptional fan experiences. It also reaffirms the partners’ joint vision of connecting with audiences in more dynamic, meaningful, and culturally relevant ways.
At T-Mobile Arena, where Pernod Ricard is a Founding Partner, the brand will retain its premium and category-exclusive status. This means continued brand visibility through expansive signage inside and outside the venue, along with two prominent Jameson Irish Whiskey bars on the main concourse. One of the highlights of the renewed agreement is the updated “Jameson Pod” in the Toshiba Plaza, a contemporary and immersive lounge-style space that invites guests to sample signature drinks and enjoy the venue’s thrilling sports and entertainment events in a stylish setting.
Similarly, Pernod Ricard’s status as the exclusive spirits, wine, and champagne partner at Crypto.com Arena and L.A. LIVE ensures its continued influence in shaping premium hospitality experiences. Signature cocktails featuring brands like Código 1530 Tequila and Jameson Irish Whiskey will be available throughout the arena, including in upscale areas such as the Delta SKY360 Club and the Lexus Club, as well as during VIP hospitality events. L.A. LIVE, Peacock Theater, and The Novo will also integrate Pernod Ricard’s premium offerings into their concessions, elevating the guest experience across the board.
“Our venues, teams and events provide the ultimate platform for brands to connect with fans in meaningful ways,” said Nick Baker, President and Chief Operating Officer of AEG Global Partnerships. “The renewal of our partnership with Pernod Ricard reflects the value we’ve created together over the past decade and the opportunities we have ahead to further integrate their premium brands into the extraordinary experiences we deliver.”
Adding further momentum to its sports strategy, Pernod Ricard North America was recently named the official whiskey partner of Major League Soccer (MLS), including a special focus on AEG’s LA Galaxy, the MLS Cup Champions. Under this deal, Jameson Irish Whiskey will gain heightened visibility across the team’s media and in-stadium presence. At the team’s home field, Dignity Health Sports Park, fans will enjoy a branded bar, custom cocktails, and exclusive fan engagement initiatives—all designed to enhance the game-day experience for Southern California soccer supporters.
Live music remains a cornerstone of Pernod Ricard’s experiential marketing strategy, and AEG’s flagship music festivals will continue to serve as ideal platforms for brand activation. At Coachella, Pernod Ricard’s Absolut Vodka will present culturally relevant activations designed to resonate with millennial and Gen Z audiences. At Stagecoach, the celebrated Malibu Beach House will return for its ninth consecutive year, offering fans a vibrant beach-themed destination for cocktails, live music, and social interaction. Pernod Ricard will also unveil a limited-edition Código 1530 Tequila bottle, created exclusively for Stagecoach attendees in celebration of the partnership’s renewal.
“Music and live entertainment are essential to how we bring people together, and our partnership with Pernod Ricard is built on creativity and our shared values,” said Andrew Klein, President of Global Partnerships at AEG Presents. “By integrating their signature brands into our festivals, arenas, and events, we’re able to create immersive experiences that resonate deeply with our fans and reflect the spirit of collaboration that’s come to define this partnership. Whether it’s a signature cocktail at a festival or a branded activation in one of our venues, this collaboration continues to set a standard for excellence and creativity.”
A major addition to this year’s festival roster is the launch of the Sand In My Boots festival, presented by country music superstar Morgan Wallen. This new multi-genre event in Gulf Shores provides another platform for Pernod Ricard to engage with a wider and more diverse fan base. The festival will feature unique activations from Pernod Ricard’s top brands, including Absolut Vodka and Malibu. Malibu, in particular, will take center stage with a fully programmed DJ setup and a branded bar designed to create a beach party vibe in tune with the event’s coastal setting.
With this enhanced partnership, Pernod Ricard and AEG continue to redefine how brands connect with audiences through shared passions for sports, music, and entertainment—creating unforgettable experiences at every turn.
