LOS ANGELES — Global spirits giant Pernod Ricard USA has renewed and expanded its long-running partnership with AEG, the world’s leading sports and live entertainment company. The multi-asset agreement, facilitated by AEG Global Partnerships, extends Pernod Ricard’s role as an exclusive partner across a wide range of AEG properties, including top-tier venues, sports teams, and high-profile music festivals.
The deal ensures Pernod Ricard’s premium portfolio—including Absolut Vodka, Jameson Irish Whiskey, Código 1530 Tequila, Malibu, and others—maintains a prominent presence at flagship venues like Crypto.com Arena, L.A. LIVE, Peacock Theater, The Novo in Los Angeles, and T-Mobile Arena in Las Vegas. The agreement also includes activation rights at marquee music events such as Coachella, Stagecoach, and the debut Sand In My Boots festival in Gulf Shores, Alabama. Pernod Ricard will also continue as an official sponsor of the two-time Stanley Cup-winning LA Kings.
“This renewal 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. “Together, we’ve built lasting connections with fans through unforgettable experiences.”
The extended deal arrives as Los Angeles prepares to host a series of major global sporting events over the next few years, including the 2026 FIFA World Cup, Super Bowl LXI in 2027, and the 2028 Olympic and Paralympic Games. Pernod Ricard plans to leverage this global spotlight to deepen engagement with consumers and elevate its brands on an international stage.
At T-Mobile Arena, Pernod Ricard retains its status as a founding partner and exclusive category partner, with brand integration throughout the venue. Key highlights include the reimagined “Jameson Pod” in Toshiba Plaza and specialty cocktails featuring Jameson and Código 1530 Tequila throughout the arena.
At Crypto.com Arena and L.A. LIVE, Pernod Ricard will continue to feature its spirits in premium bars, lounges, and hospitality suites, including the Delta SKY360 Club and Lexus Club. L.A. LIVE properties like Peacock Theater and The Novo will also spotlight Pernod Ricard offerings across their concession and event spaces.
“Our venues, teams, and events provide the ultimate platform for brands to connect with fans in meaningful ways,” said Nick Baker, President and COO of AEG Global Partnerships. “This renewed agreement reflects the value we’ve created and the continued opportunities ahead.”
The deal also builds on Pernod Ricard’s recent move to become the official whiskey partner of Major League Soccer, including AEG-owned LA Galaxy. Fans at Dignity Health Sports Park will see branded Jameson bars and new matchday activations as part of the partnership expansion.
Music festivals remain a cornerstone of the alliance. Absolut Vodka and Malibu Rum will anchor activations at Coachella and Stagecoach, with the latter also featuring a limited-edition Código 1530 Tequila bottle created for the festival. The new Sand In My Boots festival will introduce Malibu’s DJ stage and dedicated bar experience to Gulf Shores for the first time.
“Music and live entertainment are central to how we bring people together,” said Andrew Klein, President of Global Partnerships at AEG Presents. “This partnership continues to set the standard for creativity and immersive fan engagement.”
Together, AEG and Pernod Ricard aim to continue shaping memorable experiences across sports and entertainment, building on a decade-long relationship with even broader reach and impact.
