Coca-Cola was poured at the former Gund Arena when it opened in 1994 through 2003getty images
Coca-Cola today is returning to Rocket Mortgage FieldHouse, where the brand was poured from when the venue opened as Gund Arena in 1994 until 2003. The new multiyear deal between the Cavaliers and ABARTA Coca-Cola Beverages, the market’s exclusive distributor of Coca-Cola beverages, ends Pepsi’s 20-year stay in the downtown Cleveland venue. It is the latest swap in the soda wars, after Pepsi replaced Coke (again) at the
United Center over the summer (the home of the Bulls and Blackhawks opened in 1994 with Coke, switched to Pepsi in 2000, and came back to Coke in 2007). The recent roster moves mean that Coca-Cola is poured at 19 NBA arenas heading into the 2023-24 season, while Pepsi controls the taps at 10 venues, per SBJ research. The pouring rights at Intuit Dome, scheduled to open next fall as the new home of the Clippers, have yet to be revealed. Although soda deals are frequently shaken up, there are a handful of partnerships that date back decades. In Atlanta, Coca-Cola’s HQ, Hawks fans have had nothing but the local offering since the club moved to town in 1968. Similarly, Pepsi has been the Magic’s soda-of-choice since the club’s 1989 debut.
