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

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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.”

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