Enhanced Partnership Deepens Commitment to Providing Excellence in the Guest Experience
ATLANTA, GEORGIA / ACCESS Newswire / February 17, 2026 / LakePoint Sports, the premier travel and youth sports destination in the country, announced a new five-year partnership renewal with Coca-Cola Bottling Company United, extending the relationship through 2029 and reinforcing a shared commitment to elevating the on-campus guest experience for athletes, families, and fans.
As a longstanding partner, this renewed agreement is driven by the continued success, growth, and national momentum of LakePoint Sports, and reflects Coca-Cola Bottling Company United's confidence in the campus as a high-impact destination for long-term investment. Building upon a strong foundation established over the past several years, the renewal represents a strategic decision by Coca-Cola Bottling Company United to expand its investment through new equipment, enhanced services, upgraded infrastructure, and elevated product offerings, supporting LakePoint's rapidly growing audience and evolving operational needs.
Throughout the partnership, Coca-Cola Bottling Company United has played a key role in supporting LakePoint's growth by providing best-in-class beverage offerings and activating on campus in ways that enhance engagement, convenience, and enjoyment for millions of annual visitors. This new phase of the partnership will introduce all-new beverage equipment, expanded self-service kiosks, and premium product assortments, designed to improve speed of service, increase guest choice, and deliver a more modern, elevated food and beverage experience across the campus.
"Coca-Cola Bottling Company United has been more than a partner-they've been an integral part of the LakePoint experience," said Greg Barckhoff, EVP of Partnerships & Marketing at LakePoint Sports. "As LakePoint has grown, their confidence in our mission, vision, and trajectory has only strengthened. This renewal reflects that shared growth and enables them to invest further in our partnership-bringing new equipment, innovative self-service solutions, and enhanced offerings that elevate the guest experience across our entire campus."
Through the renewed five-year agreement, Coca-Cola Bottling Company United will maintain a strong on-campus presence with prominent branding, immersive activations, and fan-focused touchpoints throughout LakePoint's 1,300-plus-acre campus, common areas, and signature events. Upgraded points of sale, self-service kiosks, and modernized equipment will support LakePoint's increasing scale and peak visitation periods, while creating a faster, more convenient, and more premium experience for guests. New activations will also be designed to complement the broader sports calendar in Atlanta and the surrounding region, aligning with periods of heightened sports interest and national attention.
From high-traffic weekends to marquee national tournaments, Coca-Cola Bottling Company United's presence will continue to align with LakePoint's mission of creating memorable, high-energy experiences for athletes and families alike.
The partnership further reinforces Coca-Cola Bottling Company United's long-standing commitment to youth sports and community-centered experiences, aligning with LakePoint's role as a national gathering place for competition, connection, and collaboration within the travel and youth sports industry.
"We're proud to continue our partnership with LakePoint Sports," said Darren Hodges, Division Vice President of Coca-Cola United. "LakePoint's campus brings people together through sport, and we're excited to build on those occasions by refreshing their guests with our ice-cold Coca-Cola products. By doing this, we are partnering together to create engaging, meaningful experiences for guests across the campus."
As LakePoint Sports continues to expand its national impact and the country's most prestigious travel and youth sporting events, the renewed partnership with Coca-Cola Bottling Company United highlights how shared vision, scale, and performance drive long-term collaboration-enabling continued investment in the guest experience and setting the standard for on-site brand engagement in the travel and youth sports industry.
Contact:
Erika Wyant
724-825-7333
Erika.Wyant@LakePointSports.com
SOURCE: LakePoint Sports
View the original press release on ACCESS Newswire:
https://www.accessnewswire.com/newsroom/en/sports-leisure-and-entertainment/lakepoint-sports-and-coca-cola-bottling-company-united-announce-ex-1138068
