PepsiCo, Inc. (NYSE:PEP) is taking over as the exclusive partner of snacks and drinks for the NBA.

PepsiCo’s takeover as NBA food-and-beverage supplier gives the boot to The Coca-Cola Co (NYSE:KO). Coca-Cola had held the exclusive partner role with the NBA since 1986. The new deal also includes the WNBA, NBA Development League, and USA Basketball, reports Fortune.

Financial details of the agreement between PepsiCo and the NBA haven’t been revealed. However, one source claims that it was much higher than the previous deal made with Coca-Cola. It’s also unknown how long the deal will last. PepsiCo is also the sponsor of the NHL, the NFL and the MLB, Fortune notes.

“PepsiCo has moved into a clear leadership position in North America sports league marketing deals,” John Sicher, publisher of Beverage Digest, told USA Today. “Professional sports creates high-visibility, high-impact events and exposure, which can create big marketing opportunities if executed well.”

More From InvestorPlace