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COMMENT: Coke steals a march on Pepsi

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Even though PepsiCo has agreed a sponsorship deal with the NBA, it may still be losing ground to its archrival Coca-Cola. Back in June, Coke outbid Pepsi for the sponsorship rights to college basketball - which is a far bigger business than it sounds. With college basketball on its books, Coca-Cola may be able to build greater brand equity than PepsiCo.


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