Coca-Cola Secures Naming Rights for Nashville Stadium Terrace as Beverage War Heats Up
Coca-Cola has signed a multi-year partnership with the Tennessee Titans, attaining naming rights for a key section at Nissan Stadium. The “Coca-Cola Terrace” is set to debut with the 2024 NFL season and highlights the brand’s strategic push in a high-stakes beverage rivalry within American sports venues.
Located on the south end of Nissan Stadium, the Coca-Cola Terrace will feature sweeping views of the field and skyline, modern bar areas, and social spaces, positioning it as a centerpiece in the stadium’s ongoing $2.1 billion renovation. This marks Coca-Cola’s first branded presence at the venue since PepsiCo held pouring rights through the 2022 season.
The agreement signals Coca-Cola’s resurgence in a key market, with the brand now holding exclusive non-alcoholic beverage rights at Nissan Stadium and team training facilities. The Coca-Cola brand family, including Coke, Diet Coke, Sprite, and Dasani, will now be served across concessions and premium areas.
The move reflects a broader trend among beverage companies leveraging premium sponsorships to stake out territory in high-traffic, experience-driven venues. PepsiCo lost its longstanding pouring rights in 2022 after the Titans opened up negotiations, reopening doorways for Coca-Cola to reassert dominance in a historically competitive category.
This stadium-level partnership is strategically aligned with Coca-Cola Consolidated, which operates as the local bottler in Nashville. The distributor will play a key role in product placement, distribution, and activations at the stadium.
Beyond branding, the Coca-Cola Terrace is designed to elevate the fan experience. Stadium renderings show a redesign featuring large-scale Coca-Cola signage, immersive digital displays, and streamlined access to food and beverage offerings—prioritizing dwell time and engagement over traditional seat-based viewing.
Though financial terms were not disclosed, the length of the agreement spans the remaining five-year term of the Titans’ current lease, or until broader negotiations around a potential new stadium footprint are finalized.
As stadiums evolve into lifestyle destinations, the Coca-Cola Titans partnership underscores how beverage brands are recalibrating their investments, focusing on exclusive venue integrations that deliver both visibility and direct consumer interaction. For FMCG professionals, this move reinforces the value of experiential assets in maintaining competitive shelf space—both literally and figuratively