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    Pepsi and Coke Got Game

    Pepsi teams up with NHL, Coke with NBA.

    PepsiCo and the National Hockey League signed a multiyear deal giving Pepsi exclusive North American rights in the beverage, sports beverage, bottled water and snack categories, as well as select marketing and promotional rights, Brandweek reported.

    Pepsi replaces Coca-Cola, which had a similar exclusive deal with the NHL for 17 years. As part of the deal, Gatorade becomes the official sports drink of the NHL, replacing Coke's Powerade, and Aquafina becomes the official bottled water.

    The deal also includes the NHL Players' Association, which oversees marketing deals with players. Financial terms of the deal, which begins July 1, were not disclosed.

    "PepsiCo is very enthusiastic about the partnership between the exciting new NHL brand and the broad range of brands in our portfolio," Al Carey, president, PepsiCo Sales, Purchase, N.Y., said in a statement. "We will be able to bring the retail activation of hockey to many of our customers across all of North America."

    Meanwhile, the National Basketball Association and Coca-Cola have renewed and expanded their global marketing partnership "to increase activities designed to connect with teens around the world." The NBA and Coke have been marketing partners since 1986. Financial terms of the deal also were not disclosed.

    The NBA and Coke said they would create "themed promotions that will engage young people through unique digital programs." Coca-Cola and Sprite, which is the official soft drink of the NBA, will also conduct NBA-themed events, promotions and advertising in China, Canada and other countries. Ads will appear during international telecasts of NBA games and programming in 215 countries and 46 languages.

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