LOS ANGELES, Oct. 6 /PRNewswire-FirstCall/ -- The Coca-Cola Company (NYSE: KO) and Live Nation (NYSE: LYV) announced today a multi-year strategic sponsorship and marketing alliance. The new association leverages Live Nation's artist-to-fan distribution platform to provide The Coca-Cola Company with a broad range of integrated marketing opportunities spanning Live Nation's venues, concerts, content, VIP experiences and online ticketing and ecommerce operations in the United States.