Pepsi snags exclusive contract from Coke at U. of Arkansas

Move over Coca-Cola, rival Pepsi is now the drink of choice at the University of Arkansas.

The school announced Thursday it has signed Pepsi to a 10-year exclusive contract to be the non-alcoholic beverage provider of choice beginning July 1.

The deal ends the university's exclusive association with Atlanta-based Coke, which dates back more than 50 years, industry leaders said.

The move is the latest score for Pepsi in what has been a tit-for-tat between the two companies in winning each other's business.

Pepsi announced it was ousting Coca-Cola at IHOP and at Applebee's Neighborhood Grill & Bar restaurants late last month.

In early April, Dunkin' Brands Group chose Coke over Pepsi as the exclusive beverage of its brands, Dunkin' Donuts and Baskin-Robbins.

Papa John's Pizza announced in November that it was ending its exclusive 25-year relationship with Coca-Cola and would start serving Pepsi beverages in U.S. stores this past January.

In mid-April, Family Dollar announced it was making room for Pepsi on its shelves. The company had had an exclusive contract with Coke, which the chain will continue to sell.

In the deal with the University of Arkansas, Pepsi agreed to monetary benefits to the school and in-kind support for student-related programming and services. How much the company paid was not released.

Pepsi also renewed recently its contract with Penn State University in a 10-year deal.