Pepsi drafted as new NBA sponsor

PepsiCo Inc. signed a multiyear marketing partnership with the NBA, ending an almost 30-year relationship between the professional basketball league and Coca-Cola Co.

Coca-Cola has been a league sponsor since 1986, perhaps most famously known through Sprite’s brand affiliation with the sport. The league’s oldest relationship is with another PepsiCo brand, Gatorade, which started in 1984.

Under the new agreement announced Monday, Mountain Dew will become the NBA’s lead brand in North America. The soft drink brand brings with it Aquafina, Brisk, Doritos and Ruffles.

The deal will not affect the food and beverage products sold in team stadiums, and teams and players may choose to ink deals with either Pepsi or Coke, according to Fortune.

Other leagues included in the deal are the WNBA, the NBA Development League and USA Basketball.

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