Myrtle Beach, SC — May 27, 2026 — Pepsi® and Legends in Concert®, the world’s longest-running live tribute show, today announced the further expansion into Myrtle Beach, SC of its dynamic, multi-dimensional partnership spanning multiple locations and experiences. The relationship now includes Legends in Concert’s three continuous decades of performances on the Grand Strand and brings together iconic music, immersive entertainment, and one of the world’s most recognizable beverage brands. The collaboration for Myrtle Beach via Pepsi Bottling Ventures, LLC is further strengthened through Broadway at the Beach, a premier entertainment destination and also a proud Pepsi pouring partner.

This strategic alliance will integrate Pepsi across the full Legends in Concert® experience, from in-theater activations and branded environments to digital content, social campaigns, and fan engagement moments—creating a seamless connection between live performance and lifestyle.  The agreement also includes naming rights at some Legends in Concert U.S. based theater locations.

“Legends in Concert is built on delivering unforgettable moments through the power of music,” said Brian Brigner, Chief Operating Officer. “Partnering with Pepsi allows us to amplify that experience across multiple touchpoints, connecting with audiences in bold, exciting ways both on and off the stage.”

As part of the partnership, guests can expect:

• Branded in-venue experiences featuring Pepsi across Legends in Concert theaters
• Co-branded marketing campaigns highlighting seasonal shows and star-studded tribute lineups
• Exclusive fan activations and promotions throughout the year, including sweepstakes and trips, and VIP experiences
• Digital and social storytelling celebrating music, culture, and iconic performances

Broadway at the Beach plays a key role in the collaboration, providing a high-energy, high-traffic destination where guests can experience both Legends in Concert and Pepsi within a vibrant, entertainment-driven environment. “Pepsi and Pepsi Bottling Ventures are proud to celebrate Legends in Concert’s 15+ year theater residency in the Broadway at the Beach Entertainment Complex and align with two powerhouse brands that elevate the guest experience,” said Mike Smith, Key Account Manager, Pepsi Bottling Ventures. “Together, we’re creating an integrated partnership that enhances every visit, from dining and attractions to world-class live entertainment.”

The partnership  continues rolling  out across select Legends in Concert locations, with Myrtle Beach, SC, Honolulu/Waikiki, HI and Branson, MO serving as flagship markets. Future expansion opportunities will extend the collaboration into additional markets, further solidifying Pepsi’s presence within the live entertainment space. With a legacy of showcasing and celebrating the world’s greatest musical icons, from Elvis Presley, Michael Jackson and Freddie Mercury to Whitney Houston and Bruno Mars and dozens of other superstars, Legends in Concert® continues to redefine and celebrate live tribute entertainment. This collaboration with Pepsi marks a bold step forward in evolving the LIVE guest experience through innovation, scale, and cultural connection.

About Legends in Concert®
Celebrating decades of success, Legends in Concert is the industry leader in live tribute shows, featuring world-class performers, live bands, and spectacular production value. With performances across the globe, the brand continues to captivate audiences with authentic recreations of music’s biggest stars.

About Pepsi® and Pepsi Bottling Ventures, LLC
Pepsi® is one of the world’s most iconic beverage brands, known for its bold taste, cultural relevance, and deep connection to music, entertainment, and sports. Pepsi Bottling Ventures, LLC is a joint venture with PepsiCo handling the distribution of Pepsi products including the Carolinas and other U.S. regions.

About Broadway at the Beach
Broadway at the Beach is Myrtle Beach’s premier shopping, dining, and entertainment destination, offering a wide range of attractions and experiences for millions of visitors each year.

 Media Contact:
BRIAN BRIGNER
CHIEF OPERATING OFFICER
LEGENDS IN CONCERT
BRIAN.BRIGNER@LEGENDSINCONCERT.COM