ATLANTA, July 2, 2025 — This Fourth of July weekend, Coca-Cola will mark a significant milestone, celebrating 30 years as the presenting sponsor of the ESSENCE Festival of Culture in New Orleans. This partnership has become a cornerstone of the largest African American music and empowerment event in the United States, highlighting the richness of Black community, creativity, and commerce.
The ESSENCE Festival of Culture is more than just an event; it is a vibrant homecoming and cultural pilgrimage. It brings together some of the most iconic and influential voices to celebrate Black culture in the lively city of New Orleans. Coca-Cola has been “Shining Together” with ESSENCE for three decades, underscoring its long-standing tradition of community engagement and support.
The Economic Impact of a Cultural Phenomenon
Since its inception in 1995, the ESSENCE Festival of Culture, presented by Coca-Cola, has significantly impacted New Orleans’ economy. Over the past three years alone, the festival has generated nearly $1 billion in economic impact. In 2024, it infused more than $346.3 million into the local economy, creating 2,642 jobs and generating $113.7 million in income for local workers.
“At Coca-Cola, our mission is to bring happiness, optimism, and refreshment into people’s lives. We are proud to have been doing that through our sponsorship of the Essence Festival of Culture for 30 years by uplifting Black women and their community,” said Stephanie Eaddy, Cultural Marketing Lead for North America at The Coca-Cola Company.
Celebrating 30 Years of Partnership
For 2025, Coca-Cola plans to continue its impactful presence with the theme “Shining Together.” The brand will honor its 30-year partnership with ESSENCE through three dynamic activations featuring Coca-Cola, smartwater, and Simply. These activations will celebrate sisterhood, joy, and shared cultural pride through star-studded performances, panel discussions, and refreshments.
The festival will feature mainstage performances by artists like Lay Banks, Mariah the Scientist, and Lloyd, further cementing its status as a cultural cornerstone. Michele Ghee, Chief Content Officer at ESSENCE Ventures, expressed excitement over the continued partnership, noting the festival’s growth and influence over the years.
Innovative Activations and Experiences
Inside the convention center, Coca-Cola will host the Summer of Uplift Block Party, an intergenerational celebration inspired by classic neighborhood gatherings. Hosted by Charles Kuykendoll and Jamila Mustafa, with DJ sets by Sky Jetta and DJ Mars, the event promises to be a lively addition to the festival.
Smartwater will offer a wellness experience “under the shade,” where guests can recharge and hydrate without missing the summer vibe. Simply will bring a vibrant game-show-meets-day-party experience, featuring signature lemonades and lively challenges, celebrating joy and community.
The Legacy and Future of ESSENCE Festival
The ESSENCE Festival of Culture has grown into a significant cultural event, thanks in large part to its partnership with Coca-Cola. This collaboration has not only uplifted Black women and their communities but has also infused billions into the local economy of New Orleans.
“We’re so excited to celebrate the milestone of 30 years of partnership with Coca-Cola, bringing our highly impactful Essence Festival of Culture to our community nationwide,” said Michele Ghee.
As the festival continues to evolve, it remains a testament to the power of cultural celebration and community empowerment. The legacy of ESSENCE and Coca-Cola’s partnership promises a vibrant future, honoring three decades of Black excellence and sisterhood.
For more information and full programming for the ESSENCE Festival of Culture presented by Coca-Cola, visit essence.com/essencefestival2025. To learn more about Coca-Cola, visit Coca-Cola.com and follow on social media @CocaCola.