Live Nation has forged a multi-year sponsorship and marketing alliance with Coca-Cola that makes Coke the official soft drink in most Live Nation venues in the United States.

The deal will seek to leverage Live Nation's artist-to-fan distribution platform to provide the Coca-Cola Company with a broad range of integrated marketing opportunities from Live Nation's venues, concerts, content, VIP experiences, and online ticketing and e-commerce operations in the United

The pouring rights at Live Nation venues include a variety of products in the Coca-Cola Company portfolio, including sparkling beverages, water, enhanced water, sports and isotonic drinks, as well as ready-to-drink teas, coffees and juices.

The deal unites the world's largest beverage company with the world's largest promoter. One example of the partnership's potential marketing initiatives is expected to launch this holiday season when the 12 million members of My Coke Rewards will be able to bid for Live Nation tickets, artist merchandise and VIP trips to House of Blues shows across the country.