Coke Replaced By Pepsi In NBA Marketing Deal

In one of the most stunning corporate deals, PepsiCo Inc. has signed a multiyear marketing partnership with the National Basketball Association.

With this development, PepsiCo took over from Coca-Cola Co. and receives the company official partner status with all four major U.S. sports leagues. PepsiCo’s Mountain Dew, as part of the new agreement, will serve as the lead brand in North America. It includes the company’s Aquafina, Brisk, Doritos and Ruffles brands.

The NBA-PepsiCo Inc. agreement includes the Women’s NBA, NBA Development League, and USA Basketball.

“The NBA has established itself as one of the most exciting and innovative sports leagues in the world,” PepsiCo Chief Executive Officer Indra Nooyi said in a statement. “We look forward to working together to redefine the meaning of sports marketing partnership.”

“For the NBA, a comprehensive food and beverage company like PepsiCo offers endless opportunities for collaboration,” NBA Commissioner Adam Silver said. “We can’t wait to get started.”

Coca-Cola announced Monday that it signed a multiyear partnership with the U.S. Soccer Federation and Major League Soccer. The company will serve as the official beverage partner across the non-alcoholic beverage category for U.S. Soccer and the Mexican National Team’s U.S. Tour.

“The Coca-Cola Company has committed an incremental $1-billion toward its brands over the next three years, and with this commitment comes the need to focus on the most effective and efficient investments to maximize brand growth,” Coca-Cola said in a statement. “The Company will continue to have a strong presence with basketball culture and through our relationships with iconic players.”