BEVERAGES

Pepsi-Cola Claims Victory Over Coke in Forum Deal: PepsiCo said that it outbid Coca-Cola Co. for signage and beverage rights at the Great Western Forum, in a deal that includes sponsorship of the Los Angeles Lakers and the Los Angeles Kings. Terms weren’t disclosed. Pepsi contradicted claims by Coke that it chose not to renew its deal with the Forum because Laker star Shaquille O’Neal is a prominent Pepsi endorser. For its part, Coke said it was unaware of any bidding war for the Forum’s business. The move was the latest in the ongoing battle between the two soft drink giants over sports sponsorships, which allow the companies to use team logos in local promotions. Previously, the soft-drink makers squared off in Dallas, with Pepsi gaining sponsorship of Texas Stadium and Coke signing Dallas Cowboys star Troy Aikman.