Coca-Cola Amphitheatre Sign Installed Ahead of Anticipated Opening
With its official opening just around the corner, the newly named Coca-Cola Amphitheatre at the Birmingham-Jefferson Convention Complex (BJCC) is putting the final touches on its highly anticipated debut. The installation of the venue’s prominent marquee marks a visual milestone in the lead-up to its first concert on June 14.
Formerly known simply as the CityWalk BHAM amphitheatre, the venue’s rebranding under the Coca-Cola banner reflects a strategic partnership between one of the world’s leading beverage companies and Birmingham’s evolving entertainment district. The naming rights agreement places Coca-Cola’s brand front and center at the 9,000-seat outdoor venue, underscoring its deep-rooted ties to Birmingham and reinforcing its commitment to community and culture.
The sign, now in place as of early June, offers significant exposure for Coca-Cola, especially considering the amphitheatre’s downtown location and high visibility. Positioned within the CityWalk BHAM development, the venue is expected to host a wide range of performances and events, helping drive significant footfall to the area and aligning the Coca-Cola brand with moments of entertainment and shared experiences.
“We’re thrilled to see the Coca-Cola Amphitheatre name officially on display,” said Tad Snider, Executive Director and CEO of the BJCC Authority. “It represents a major step forward in Birmingham’s resurgence as a premier destination for live entertainment.”
Kicking off its inaugural season, the venue will welcome Grammy-winning country singer Chris Stapleton on opening night. A full lineup of artists and events is slated for the summer, reflecting increasing demand for mid-sized outdoor performance spaces in urban centers—an important consideration for FMCG professionals watching shifting consumer engagement patterns in live experiences.
The partnership adds another layer to Coca-Cola’s ongoing brand activation efforts, leveraging local and regional events to build affinity and maintain relevance among target demographics. For category marketers, the amphitheatre represents a valuable case study in merging physical branding with cultural moments to shape consumer perception.
As the venue prepares to open its gates, all eyes are on Birmingham to see how this branded entertainment destination performs—and what it may signal for similar collaborations across the beverage and live events sectors.