Soft drinks manufacturer and brewer Carlsberg Britvic is renewing its longstanding relationship with The O2 through a new 10-year agreement, reinforcing its role as the Official Soft Drinks Partner of the world’s busiest arena.
Carlsberg Britvic is a beverage powerhouse and home to some of the UK’s most iconic and popular soft drinks. The new deal, which was facilitated by AEG Global Partnerships, will see brands such as Pepsi MAX, Tango, J2O, London Essence and Fruit Shoot served throughout the venue.
The partnership covers pouring and supply rights for bars within indigo at The O2 and across The O2 arena, including concourse bars, suites, and premium spaces such as The American Express Lounge, the O2 Blueroom, The Ninety Third by Qatar Airways, and The Pepsi Deck – a dedicated Pepsi-branded seating area within the arena.
As part of the renewed agreement, a new Pepsi-branded bar will open on the Level 1 concourse in April 2026, offering bespoke serves designed to further elevate the fan experience. The partnership also enables brand activation opportunities across key arena events throughout the year, creating additional touchpoints to engage with aligned fan audiences.
Emma King, Hospitality Director at Carlsberg Britvic, said: “Continuing our partnership as the Official Soft Drinks Partner of The O2 is a significant milestone for us. The O2 is an iconic venue that welcomed more than 11 million visitors in 2025, and we are proud to play a role in enhancing the experience for every guest.
“Our ambition is to offer consumers a wide choice of high-quality soft drinks that suit different tastes and occasions. Through this renewed agreement, we look forward to bringing our much-loved brands to fans and delivering consistently high-quality serves across all events.”
Georgina Iceton, Senior Vice President – Activations at AEG Global Partnerships, added: “We’re thrilled to be strengthening The O2’s relationship with Carlsberg Britvic through a long-standing, 10-year renewal agreement. The demand for live entertainment experiences has never been greater, and there’s a huge opportunity for brands to play an instrumental role in those creating truly unforgettable moments for fans.
As a brand who shares our commitment to delivering a best-in-class experience, we’re excited to build on the strong foundation of our existing partnership with Carlsberg Britvic to elevate the onsite experience at The O2 even further, through quality products, innovative onsite activations, and exclusive arena spaces.”
Notes to Editors
Contact:
For further press information, please contact the Carlsberg Britvic team at Cirkle.
Email: carlsbergbritvic@cirkle.com
Tel: 01494 731 750
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