Wembley Opens North Terrace by Pepsi as Movistar Arena Tests Live Fan Voting
Wembley has added a level-five Pepsi-branded gathering space, while fans at a Madrid concert used Telefónica’s platform to choose songs during the show.
Wembley Stadium has opened North Terrace by Pepsi, a new gathering space on level five for football, concerts and other events. In Madrid, Movistar Arena and Telefónica have introduced a separate fan-participation experience that let concertgoers vote on songs during a Jorge Drexler performance.
North Terrace by Pepsi
Wembley says the terrace overlooks Olympic Way and combines food and drink concessions with music-led programming and interactive digital features. Event-responsive lighting and holographic gaming tables are part of the space. A Pepsi House of Treats will offer crafted drinks at selected events, with the menu set to change for particular concerts and sporting occasions.
The opening is part of Wembley’s agreement with PepsiCo, its Official Carbonated Soft Drinks & Crisps Partner through 2030. The venue has not described North Terrace as a ticketed premium product.
Live song vote in Madrid
At Drexler’s September 26 concert, Telefónica used Movistar Arena’s screens to invite attendees to scan a QR code and vote for a song to be added to the setlist. The platform required no app download or registration. Telefónica said the event drew 7,000 attendees; it did not say that all 7,000 voted.
The audience selected “La trama y el desenlace,” which Telefónica said had not previously been performed on the tour. Drexler also played the second-place choice, “Milonga del moro judío.” Ticket holders received a highlights video and message from the artist the following day.
Telefónica said the real-time voting platform ran on the mobile network it has upgraded at Movistar Arena, with results displayed on venue screens.
The Football Association
Telefónica
