Coke served exclusively at most NFL, NBA, Major League Baseball and NHL stadiums and arenas, but Pepsi this year picks up two NFL sites and two baseball parks. Most recently, Pepsi takes over fountain taps at Mile High Stadium, home of defending Super Bowl champs Denver Broncos. Additionally, Pepsi signs deal for Buffalo Bills' Marine Midland Stadium (BD 8/21/98). In March, Pepsi gains pouring rights for NY Mets' Shea Stadium and Anaheim Angels' Edison Field (BD 3/6/98).

Numbers. Table details pouring rights for various sports league venues. Dr Pepper shares pouring rights with Pepsi at NFL Dallas Cowboys' Texas Stadium and with Coke at Major League Baseball Texas Rangers' The Ballpark. RC -- through bottler All-American -- holds pouring rights at NFL Green Bay Packers' Lambeau Field (BD 9/27/96). Vs 1995. In 1995, when BD last detailed professional sports pouring rights, Pepsi had 2 NFL venues, 5 NBA, 3 baseball and 6 hockey (BD 8/11/95).

Coke strategy. Coke executive: "We've said publicly that we would walk from deals that did not offer value in relation to investment or were not a fit with our company's brand or overall sponsorship strategies."

Leagues. Coke dominates sports sponsorships with league-level tie-ins for NFL, NBA and NHL. Pepsi last year signs multi-year tie-in with Major League Baseball (BD 3/27/97). Coke executive says promotions and ads focus on Coke Classic for football and baseball, Sprite for basketball and Surge/Powerade for hockey. In new NFL deal, Coke Classic is official soft drink of league, Super Bowl and Pro Bowl, but each team negotiates local marketing rights (such as in-store displays and promotional packaging) and stadium pouring rights. Coke has pouring rights in 23 of 30 stadiums. Also holds local exclusive marketing rights for seven teams: Denver Broncos, St. Louis Rams, Carolina Panthers, Chicago Bears, Jacksonville Jaguars, Kansas City Chiefs and Washington Redskins. Re Broncos, Coke executive notes Pepsi "has the building but we have the team." Coke and Pepsi share Baltimore Ravens marketing rights. Pepsi has exclusive CSD marketing rights to 4 teams; 18 teams still likely negotiate rights. Gatorade remains official sports drink of NFL.

Pepsi teams. Football. Beyond Denver Mile High Stadium, Pepsi holds pouring and marketing rights for Dallas Cowboys, Buffalo Bills, Seattle Seahawks and New England Patriots; also pouring rights in Baltimore. Baseball. Pepsi has pouring rights and marketing tie-ins for New York Mets, Anaheim Angels, Seattle Mariners, Tampa Bay Devil Rays, Arizona Diamondbacks, Chicago Cubs, Cleveland Indians and Kansas City Royals. Basketball. Pepsi's pouring and marketing rights cover Los Angeles Lakers, Minnesota Timber Wolves, Denver Nuggets, Orlando Magic and Philadelphia 76ers. Hockey. Pepsi holds pouring and marketing rights for Buffalo Sabres, Los Angeles Kings, St. Louis Blues, Colorado Avalanche, Philadelphia Flyers, San Jose Sharks and new expansion team Nashville Predators.

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