HOUSTON (February 5, 2026) – Houston First Corporation announced today a new five-year agreement with PepsiCo to supply beverages to the facilities Houston First operates starting this month.
Under the new multi-million-dollar agreement, Houston First 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 the diverse PepsiCo portfolio such as Pepsi®, Pepsi® Zero Sugar, MTN DEW®, Starry®, Tropicana®, Lipton®, Aquafina®, and Gatorade®.
"We are pleased to welcome PepsiCo to Houston First facilities, and we are excited about the engagement opportunities included in this agreement,” said Houston First President and CEO Michael Heckman. "PepsiCo has illustrated its commitment to being a thoughtful and forward-thinking partner and we look forward to working alongside the company to provide excellent products and service to our attendees, guests, and visitors.”
The new agreement is part of a broader Houston First initiative to monetize the organization’s extensive portfolio of assets through strategic partnerships that generate incremental revenue. These partnerships will enable Houston First and its facilities to continue delivering best-in-class guest service experiences along with strategic investments to enhance the organization’s regular community programming and marketing activities. Through this partnership, PepsiCo’s global brands, products and innovative technology will be integrated within new initiatives to align with Houston First’s ongoing convention district transformation efforts.
“PepsiCo is proud to partner with Houston First and serve its world-class venues that bring so many people across the city together,” said Kyle Faulconer, Senior Vice President and General Manager, PepsiCo Beverages U.S. “Houston – where many of our employees live and work – has long been a priority for us, and this investment is another way we’re deepening our commitment to the community. We’re looking forward to elevating visitors’ experiences through our beverages, service and innovations.”
PepsiCo is currently a partner with multiple other major venues and organizations in metro Houston including Toyota Center/Houston Rockets, St. Thomas University, Cynthia Woods Mitchell Pavilion, and Space Center Houston among others.
About Houston First Corporation
Houston First Corporation (HFC) is a local government corporation and the destination marketing organization for the country's fourth largest city. In addition to serving as operator for the George R. Brown Convention Center and some of Houston's most prominent art, entertainment, and event venues, HFC is focused on promoting the city's vibrancy and rich tapestry of culture. By harnessing the city's collective energy, ambition, and creativity, including its diverse culinary scene, world-renowned performing arts, medical and space innovation, and elite filming locations, HFC is solidifying Houston as a premier national and global destination. For the latest news and info regarding HFC, visit www.houstonfirst.com
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $94 billion in net revenue in 2025, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and drinks, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that places sustainability at the center of our business strategy, seeking to drive growth and build a stronger, more resilient future for PepsiCo and the communities where we operate. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
Contact:
A.J. Mistretta
Vice President, Corporate Communications
aj.mistretta@houstonfirst.com
