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Article: Shaq's soft drink sponsorship demonstrates clout of athletes. (Pepsi-Cola Co. becomes sponsor of Los Angeles Lakers and Los Angeles Kings)
- Article from:
- Los Angeles Business Journal
- Article date:
- September 9, 1996
- Author:
CopyrightCOPYRIGHT 1996 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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INGLEWOOD - The blurring of big business and sports, where players are increasingly identified by commercial endorsements as well as team jerseys, took another turn last week.
The exit of Coca-Cola and the entrance of rival Pepsi-Cola as a sponsor of the Los Angeles Lakers and Los Angeles Kings show how a superstar's influence can reach well beyond the playing floor and into the board rooms.
"What happened here is you see the leverage that marquee players now have on a professional sports franchise. These players, because of the salaries, represent huge investments. So they have a big influence on what happens away from the playing field," said Dan Barrett, an ...