Pepsi to partner with Yard Mas Carnival for 4th consecutive year
KINGSTON, Jamaica — Pepsi Jamaica has announced that it will continue its partnership with Yard Mas Carnival for the 2026 season, marking the fourth consecutive year of collaboration between the brand and one of Jamaica’s leading Carnival bands.
According to a release, the announcement was revealed through a street-level activation along Trafalgar Road in Kingston, a corridor closely associated with Carnival activity and Road March spectators.
The continued partnership comes at a time when Carnival in Jamaica is experiencing sustained growth, with increasing participation from both local and international audiences. Pepsi’s involvement will span key moments of the season, including lead-up events, J’ouvert and Road March.
Yard Mas has established itself as a prominent presence in Jamaica’s modern Carnival landscape, particularly among younger masqueraders, with a reputation for contemporary presentation and high-energy experiences.
Director of Yard Mas Carnival, Andrew Bellamy, said the partnership reflects a shared vision for delivering an elevated and culturally grounded Carnival experience.
“Carnival, for us, has always been about energy, expression, and the coming together of people and brands that understand the culture. From the very beginning, Pepsi has stood with Yard Mas Carnival as a partner that elevates the experience. As we look ahead to our Road March on Sunday, April 12, this continued collaboration reflects a shared commitment to delivering a vibrant, premium road experience for our masqueraders. Together, we are celebrating the spirit of Carnival in Jamaica, while shaping what our authentic carnival experience looks like.”
Brand Coordinator for Pepsi, Ashli-Raye Recas, said the decision to continue the partnership reflects the trajectory of the Carnival space.
“Pepsi is really happy to be partnering with Yard Mas this Carnival season. This actually marks our fourth year working together, and it’s been great to see how the experience continues to grow. Anywhere that celebrates Jamaica and its culture, Pepsi wants to be there, and Carnival is one of those spaces where we can genuinely connect with people. For those on the road, you’ll see Pepsi throughout the experience, adding to the energy and those moments that make Carnival what it is.”
