Pepsi has signed a marketing deal to be the exclusive food and beverage sponsor of the National Basketball Association, replacing its arch rival Coke, which held the sponsorship for 28 years.
Under the multi-year partnership, Pepsi will have rights to promote its Mountain Dew, Aquafina, Brisk, Doritos and Ruffles brands during NBA games and events, CNN reported.
Pepsi already had a relationship with the NBA through its ownership of Gatorade, a long-time league partner.
With the latest agreement, Pepsi now has sponsorship deals with all of the major US sports leagues, including the National Football League, Major League Baseball and the National Hockey League, the news network said.
Pepsi chief executive Indra Nooyi said the partnership was “a slam dunk for the league and for our company”.
In China, Pepsi said it will partner with Tingyi, which makes the soft-drink Master Kong, to be the lead brand for NBA games in China.
Coke said it decided not to renew its contract with the league for the upcoming season, although the company will continue to promote its products through existing deals with NBA players, including LeBron James.
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