The Birmingham-Jefferson Convention Complex (BJCC) has announced that Coca-Cola Bottling Company United, Inc. (UNITED) has been awarded the soft drink pouring and vending rights for a term of 10 years with the BJCC. The agreement grants Coca-Cola UNITED exclusive rights to serve its products in all concession stands and vending machines at Protective Stadium, Legacy Arena, the concert hall, the exhibition halls, and all other facilities throughout the BJCC through 2031.
“With Protective Stadium opening this weekend and Legacy Arena reopening in December, we’ll be back to welcoming more than one million visitors to the BJCC annually,” said Tad Snider, executive director and CEO, BJCC Authority. “Coca-Cola UNITED will help us serve those kinds of numbers with confidence. They’ve been a solid, long-term partner, and we look forward to growing that partnership as the BJCC looks toward serving the region on an even greater scale.”
“Through the RFP process, Coca-Cola UNITED demonstrated their commitment to serving the Birmingham community as well as our facilities,” said Dennis Lathem, BJCC board chair. “Their proposal included elements that will add to the fan experience onsite at events and games, which supports our mission to create a welcoming, memorable experience for everyone who steps foot on the complex.”
In addition to securing soft drink pouring and vending rights throughout the complex, the agreement grants Coca-Cola UNITED the opportunity to market the Coca-Cola brand within BJCC facilities.
“As a company founded and headquartered in Birmingham, Coca-Cola UNITED is honored to partner with one of the city’s premier attractions,” said John Sherman, president and CEO of Coca-Cola UNITED. “Fostering local relationships and providing high-quality service are cornerstones of what we do, and we look forward to working with the BJCC to enhance the guest experience in the years to come.”
In January of this year, the BJCC announced a 12-year contract with Centerplate for all catering, food and beverage services at facilities throughout the complex.
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