Hansen Beverage Company has signed a three-year deal for its Monster Energy Drink brand to sponsor US festival Fiesta Atlanta.

The event is an outdoor Cinco de Mayo festival celebrating Latino culture, music and food taking place on 3 May at Centennial Olympic Park, Atlanta.

Hispanic marketing, PR & events firm Lanza Group announced the deal today (16 March).

Monster has been a sponsor of Fiesta Atlanta since its inception in 2007.

Earlier this month, Hansen paid Dr Pepper Snapple Group US$48m for the termination of a distribution agreement for the Monster Energy drink in the US.

Late last year, the group signed a distribution agreement for Monster with Coca-Cola Enterprises and The Coca-Cola Co, covering several US states and western European countries.