Live Nation, the live-music promotion giant, has signed a three-year sponsorship, supply partnership and pouring rights deal with soft-drinks group PepsiCo. Inc.

The agreement covers Live Nation's U.K. live-music events, such as the O2 Wireless Festival, Hard Rock's Hyde Park Calling, the Download Festival, and the Sputnik Presents Global Gathering.

The pouring rights, expected to yield refreshments for more than 5.2 million live music fans, also includes U.K. city-center venues managed and owned by Live Nation, such as London's Dominion Theatre, and the Manchester Apollo.

Additionally, the Pepsi Web site will host competitions offering Live Nation tickets as prizes.