Action replays by Coke have spurred Pepsi into action. The Board of Control for Cricket in India has communicated Pepsis protest to ESPN, the sports satellite channel, against allowing Coke to sponsor replays of the ongoing India-Sri Lanka matches, the title sponsor of which is Pepsi.
BCCIs communication owes it genesis to the fact that its has signed an agreement with Pepsi for three years, giving the multinational the first right of refusal of broadcasting sponsorships for all matches played in India till the year 2000.
ESPN, in turn, has an agreement with BCCI for coverage of matches played in India.
The reason for Pepsis ire: It was not given adequate time by ESPNs marketing agents, Buena Vista , to refuse or accept other sponsorships,before they were awarded to Coke for approximately $1.2 million