SFX Entertainment, which controls major theatrical interests and the nation’s most high-profile network of live entertainment venues, has tapped Coca-Cola in a major North American marketing and promotions alliance.
The SFX/Coca Cola deal designates Coca-Cola as “the official non alcoholic, non-malt beverage of SFX in North America.” One year ago, on Dec. 9 1999, SFX made another critical alliance—with Budsweiser (Anheuser Busch)—which became the official alcoholic beverage at SFX venues.
SFX’s other North American marketing alliances include American Express,, Levi Strauss, Las Vegas Convention and Visitor's Bureau, Procter & Gamble, Tweeter Home Entertainment Group, Ultimatebid.com and XM Satellite Radio, among others.
According to a joint statement, “Coca-Cola Company will focus relevant brand marketing opportunities with the marketing and promotion of SFX's music, sports, theatrical and family entertainment properties. These include more than 26,000 concerts, Broadway and touring Broadway shows, sporting events and family-oriented events that SFX produces annually, as well as more than 100 live entertainment venues across the U.S. the company exclusively owns, operates and/or exclusively books.”
SFX was acquired by Clear Channel on Aug. 1, 2000. Clear Channel has also purchased radio broadcaster AMFM. The company now operates 1,096 radio and 19 television stations in the United States and has equity interests in over 240 radio stations internationally. Clear Channel also operates more than 750,000 outdoor advertising displays, including billboards, street furniture and transit panels across the world. After an aggressive acquisitions campaign in sports and entertainment, SFX Entertainment established an early lead in marketing “live experiential” events. SFX develops and manages touring Broadway shows, and sells Broadway subscription series and individual productions in 55 markets. An integrated franchise that promotes and produces a broad variety of live entertainment events locally, regionally and nationally, SFX has 122 venues overall, and owns or operates venues in 31 of the top 50 domestic markets.
—By Murdoch McBride