PepsiCo will replace Coca-Cola as the official beverage partner of the National Basketball Association, while Coke has teamed up with Major League Soccer, the companies said Monday.
PepsiCo's Mountain Dew soda will be the lead brand in the critical North American market for the NBA, replacing Sprite, Coca-Cola's lemon-lime soda that has been the NBA's official soft drink in the US since 1994.
"For the NBA, a comprehensive food and beverage company like PepsiCo offers endless opportunities for collaboration," said NBA Commissioner Adam Silver.
Other Pepsi products that will be showcased include Aquafina water and Ruffles and Doritos chips.
"The NBA has established itself as one of the most exciting and innovative sports leagues in the world. We look forward to working together to redefine the meaning of sports marketing partnership by taking the fan experience to new heights," said Indra Nooyi, PepsiCo chairman and chief executive.
Coca-Cola, in a separate announcement, said it was teaming up with the US Soccer Federation and Major League Soccer in a multi-year partnership that makes the soft-drink giant the official nonalcoholic beverage partner for US Soccer and the Mexican National Team's US tour.
The exclusive association with MLS will include the company's carbonated beverage and water categories.
Coca-Cola has been a global partner of the FIFA World Cup since 1974.
The financial terms of the new partnerships were not disclosed.
Shares in PepsiCo were down 0.5 percent at $95.75 and Coca-Cola slipped 0.2 percent to $40.81 in afternoon trade on the New York Stock Exchange.