Pepsi Cola Jamaica has announced its renewed partnership as the official non-alcoholic beverage sponsor of Reggae Sumfest 2024.

The festival, a staple of the island’s cultural calendar for over thirty years, launched its 2024 staging last night at the Iberostar Hotel in Montego Bay, St James.

Pepsi Cola Jamaica Brand Coordinator Antoneil Dinnal expressed excitement for this year’s festival and its commitment to Jamaican music and culture.

“Pepsi is incredibly proud to be once again the official non-alcoholic beverage sponsor for Reggae Sumfest – a festival that has been a cornerstone of Jamaica’s music and culture for over thirty years. We are excited to showcase our ‘New Beats, Same Jamaican Flava’ at the festival, which highlights our refreshed look while maintaining the same great taste Jamaicans have come to love for years,” he said.

“We encourage everyone to follow our social media pages @pepsijamaica because we will be doing lots of exciting giveaways to win Sumfest tickets and to be part of our Pepsi booth on Friday and Saturday during the festival.”

The launch event featured remarks from key figures in the festival’s organisation, including Joe Bogdanovich, chairman and CEO of Downsound Entertainment, and Cordel “Skatta” Burrell, head AR at Downsound Entertainment. Both highlighted the festival’s rich history, its impact on the local community, and the exciting innovations planned for this year’s edition.

Reggae Sumfest, renowned as the greatest reggae show on earth, promises a lineup that balances legendary artists with emerging stars, ensuring a spectacular week of performances.