Pepsi-Cola Jamaica has signed on as an official sponsor of the 31st annual Rebel Salute slated for January 18, 2025, at Plantation Cove in St Ann.

Pepsi’s sponsorship of one of Jamaica’s premier roots reggae festivals reinforces its commitment to celebrating and supporting Jamaica’s rich cultural heritage and vibrant entertainment scene.

Tony Rebel, founder and conceptualizer of Rebel Salute, explained that the partnership with Pepsi will contribute to reaching the goal of the event.

“Rebel Salute has always been about celebrating family, community, and culture. With partners like Pepsi, we can continue to inspire, educate, and entertain while showcasing the best of Jamaica to the world,” he stated.

During the festival’s December launch, Karonna Atkins, Pepsi-Cola Jamaica’s brand coordinator, highlighted the alignment of values between the beverage distributor and reggae festival.

“Pepsi-Cola Jamaica is honoured to align with an event that uplifts Jamaican culture and promotes a message of positivity and unity…Rebel Salute’s legacy of excellence mirrors our own values at Pepsi, and we’re excited to create memorable moments for all attendees.”

As the official beverage sponsor, Pepsi will host an interactive booth featuring photo opportunities, popular influencers, and exciting giveaways to enhance the festival experience. Pepsi will also engage audiences with exciting contests, including ticket giveaways and exclusive merchandise promotions, as well as interactive social media activations leading up to the event. Fans are encouraged to follow @PepsiJamaica for updates and chances to win tickets.

For this year’s staging of Rebel Salute, the roster of artistes includes reggae legends, emerging talents, and international acts, ensuring an unforgettable experience for attendees. Maxi Priest, Luciano, Queen Ifrica, General Degree, Tony Rebel, Richie Spice, Valiant, and Tanzie, are among the performers on the lineup.

The event’s focus on “edutainment”—education through entertainment—continues to solidify its place as a global cultural phenomenon.

Dr Carey Wallace, executive director of the Tourism Enhancement Fund remarked that Rebel Salute is more than a music festival.

“…it’s a celebration of Jamaican culture on a global stage. Pepsi’s involvement underscores the significance of partnerships in showcasing Jamaica’s rich heritage and immense creative potential,” he said.