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Jones Soda Scores Touchdown With NFL Team Deal

Seattle-based Jones Soda, which uses pure cane sugar instead of high fructose corn syrup, has acquired the soft-drink rights at the city's Qwest Field, home to the Seattle Seahawks, and its event center for the next five years.

It is the first time a small private label has beaten a large soft-drink company to win a major contract such as this. Jones Soda becomes the only label outside of giants Coke and Pepsi to have an exclusive deal with an NFL team.

Jones Soda plans to put photographs of Seahawks players and fans on the labels, something that was key to its getting the deal.

Coca-Cola had held the rights since 2002. Pepsi held them for three years previous to that.

Jones Soda had $39 million in sales last year and made $4.57 million in profits.

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