Houston, February 6, 2026
Houston First Corporation has announced a significant multimillion-dollar beverage partnership with PepsiCo, enhancing local economic growth. This five-year agreement will transform guest experiences at city venues and boost non-tax revenue, marking a strategic shift from previous beverage provider Coca-Cola. The partnership includes a wide range of popular PepsiCo products and signifies Houston’s commitment to innovative private collaborations for sustainable economic development.
Houston Secures Multimillion-Dollar Beverage Partnership with PepsiCo, Bolstering Economic Growth
Houston’s vibrant economic landscape continues to demonstrate robust growth and innovative approaches to revenue generation, as Houston First Corporation recently announced a significant multimillion-dollar beverage partnership with PepsiCo. This strategic five-year agreement, set to commence in February 2026, marks a pivotal development in how the city’s publicly-managed venues will enhance guest experiences and contribute to local economic vitality. The move reflects a proactive stance by a key city entity to foster commercial enterprises and reduce reliance on public funding, showcasing the power of private investment in civic development.
The deal, which makes PepsiCo the exclusive beverage provider for a wide array of Houston First Corporation’s convention and entertainment properties, is more than just a change in soft drink suppliers. It represents a forward-thinking initiative by Houston leaders to forge strategic partnerships that unlock new revenue streams and support the ongoing enhancement of the city’s world-class facilities. This kind of entrepreneurial vision at the civic level helps cultivate an environment where business innovation and public-private collaboration can thrive, ultimately benefiting residents and visitors alike.
A New Era for Houston First Facilities
Under the terms of the new five-year agreement, PepsiCo will supply a diverse portfolio of beverages, including popular brands such as Pepsi, Pepsi Zero Sugar, MTN DEW, Starry, Tropicana, Lipton, Aquafina, and Gatorade. This comprehensive offering will be available across Houston First Corporation’s extensive network of facilities.
Houston First Corporation, serving as the official destination marketing organization for the city, plays a crucial role in promoting the Houston region and managing over ten city-owned facilities. These include major attractions like the George R. Brown Convention Center, the Wortham Theater Center, Jones Hall, and the Miller Outdoor Theatre, along with Partnership Tower, Lynn Wyatt Square, and various parking facilities. The corporation is also responsible for the Hilton Americas-Houston hotel. The transition from the previous beverage partner, Coca-Cola, signifies a fresh direction in enhancing the visitor experience at these key venues.
Driving Non-Tax Revenue and Economic Benefits
This multimillion-dollar deal is a direct outcome of Houston First Corporation’s broader initiative to monetize its extensive portfolio of assets through strategic corporate partnerships. The primary goal is to generate incremental non-tax revenue, providing a sustainable model for funding critical city operations and enhancements. It stands as the initial significant achievement for a dedicated commercial enterprises team established by Houston First Corporation specifically to cultivate such corporate relationships.
The infusion of private-sector dollars through such agreements offers a compelling alternative to relying solely on public funds. These partnerships are instrumental in enabling Houston First facilities to maintain and elevate their guest service experiences while also facilitating strategic investments in the organization’s community programming and marketing activities. Such commercial enterprise efforts highlight a commitment to fiscal responsibility and innovative financial strategies that strengthen the local economy.
Fostering Innovation and Community Engagement
The collaboration with PepsiCo is expected to integrate the global beverage company’s brands, products, and innovative technology into new initiatives aligned with Houston First’s ongoing convention district transformation efforts. This kind of integration not only modernizes venue offerings but also underscores a commitment to innovation in public-facing services.
The broader economic impact of such partnerships extends throughout the Houston community. Beverage supply chains, for instance, generate local jobs across various sectors, including manufacturing, supply chain management, transportation, and retail. This multifaceted economic contribution is essential for maintaining a healthy and dynamic Houston TX business environment.
Houston’s Growth Trajectory and Entrepreneurial Spirit
Houston continues to be a magnet for economic growth and entrepreneurial spirit. The city has seen significant contributions from its Houston small business sector, particularly from Minority Business Enterprises (MBEs), which generated $23.3 billion in revenue in 2024, supported 118,600 jobs, and contributed 3.5% to Houston’s Gross Domestic Product (GDP). Furthermore, an influx of affluent households in the region, such as those observed in Conroe, a Houston suburb, demonstrably boosts local and state tax bases and benefits surrounding businesses. These trends collectively illustrate a vibrant economic ecosystem that encourages private investment and creates opportunities for all residents.
Looking Ahead: A Stronger Houston
The new partnership between Houston First Corporation and PepsiCo is a testament to Houston’s enduring commitment to economic growth and an entrepreneurial approach to civic management. By embracing strategic private collaborations, the city is better positioned to enhance its public spaces, attract events, and provide an enriched experience for everyone who visits or calls Houston home. This focus on leveraging assets to generate revenue and invest back into the community sets a positive precedent for sustainable economic development. Such initiatives empower Texas TX entrepreneurs and businesses by fostering a dynamic commercial environment.
We encourage all Houstonians to continue supporting local businesses and engaging with the vibrant economic discussions shaping our city’s future. Your involvement is key to sustaining the momentum of Houston’s economic growth and ensuring a prosperous future for our beloved community.
Frequently Asked Questions (FAQ)
What is the new beverage partner for Houston First Corporation?
The new beverage partner for Houston First Corporation is PepsiCo.
What is the duration of this new beverage agreement?
The new agreement with PepsiCo is a five-year agreement.
When does the new beverage partnership begin?
The new beverage partnership is set to begin in February 2026.
Which Houston First Corporation facilities will be affected by this change?
Houston First Corporation facilities, including the George R. Brown Convention Center, Wortham Theater Center, Jones Hall, Miller Outdoor Theatre, Partnership Tower, Lynn Wyatt Square, and parking facilities, will offer an assortment of beverages from PepsiCo.
What types of products will PepsiCo supply?
PepsiCo will supply an assortment of beverages from its diverse portfolio, such as Pepsi, Pepsi Zero Sugar, MTN DEW, Starry, Tropicana, Lipton, Aquafina, and Gatorade.
What is the purpose of this multimillion-dollar deal for Houston First Corporation?
The purpose of this multimillion-dollar deal is part of a broader Houston First initiative to monetize the organization’s extensive portfolio of assets through strategic partnerships that generate incremental revenue, specifically non-tax revenue through corporate partnerships.
How does this partnership contribute to Houston’s economy?
This partnership is expected to enable Houston First and its facilities to deliver best-in-class guest service experiences and make strategic investments to enhance the organization’s community programming and marketing activities. It also aims to bring in private-sector dollars instead of leaning solely on public funds and supports ongoing convention district transformation efforts.
Key Features of the Houston First Corp. Beverage Partnership
| Feature | Detail |
|---|---|
| New Beverage Partner | PepsiCo |
| Previous Beverage Partner | Coca-Cola |
| Deal Value | Multimillion-dollar |
| Agreement Duration | Five-year agreement |
| Effective Date | February 2026 |
| Key Facilities Covered | George R. Brown Convention Center, Wortham Theater Center, Jones Hall, Miller Outdoor Theatre, Partnership Tower, Lynn Wyatt Square, and parking facilities |
| Product Offerings | Pepsi, Pepsi Zero Sugar, MTN DEW, Starry, Tropicana, Lipton, Aquafina, Gatorade, and other PepsiCo products |
| Strategic Goal | Generate incremental non-tax revenue through corporate partnerships and enhance guest experiences |
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Author: STAFF HERE HOUSTON TX WRITER
The HOUSTON STAFF WRITER represents the experienced team at HEREHouston.com, your go-to source for actionable local news and information in Houston, Harris County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Houston Livestock Show and Rodeo, Art Car Parade, and Chevron Houston Marathon. Our coverage extends to key organizations like the Greater Houston Partnership and Houston Area Urban League, plus leading businesses in energy and healthcare that power the local economy such as ExxonMobil, Schlumberger, and Houston Methodist. As part of the broader HERE network, including HEREAustinTX.com, HERECollegeStation.com, HEREDallas.com, and HERESanAntonio.com, we provide comprehensive, credible insights into Texas's dynamic landscape.
