posted on Jan, 6 2005 @ 09:07 PM
DENVER -- You won't have to look far to find Coke in the Pepsi Center during next month's NBA All-Star Game in Denver.
Pepsi reportedly paid $68 million for naming rights to the downtown venue that is home to the Denver Nuggets and Colorado Avalanche. But Coca-Cola is
an official sponsor of the NBA, which allows it to be included in the league's advertising at the All-Star Game and surrounding events Feb. 18-20 in
the Pepsi Center.
"They'll certainly have a noticeable presence in the arena,'' said Matt Bourne, an NBA spokesman. "In their deal with us, they really focus on
(Coke's) Sprite brand, so you'll see that a lot.''
In fact, one of the week's big events is titled the Sprite Rising Stars Slam Dunk Contest.
Officials at Pepsi said the company will still have a major presence in certain areas of the Pepsi Center next month. Coke can't actually pour its
products at the arena and company's advertisements will be limited to the lower tiers.
The Pepsi Center has been down this road before: In 2001, the National Hockey League All-Star game was in Denver, again with Coca-Cola a main sponsor.
Not only was Coke allowed to advertise in the Pepsi Center, but the NHL barred the use of the arena's name on tickets and TV broadcasts.