The World: Shanghai - Pepsi signs up as sponsor at 2010 World Expo

PepsiCo has secured a $5 million deal to sponsor the US exhibition area at the 2010 Shanghai World Expo, despite the fact that its rival Coca-Cola is the global sponsor for the event.

Coca-Cola signed as sponsor in December last year, in a deal that allows the company to have its own pavilion and a monopoly on the soft drinks and tea provided at distribution outlets.

Pepsi will only be allowed to use the US pavilion as its promotional platform during the event, which takes place between 1 May and 31 October.