A lot of the cost of a soda is tied up in marketing. In recent years the soda companies have entered into exclusivity agreements with large universities, which agreed (for valuable consideration) only to provide one brand of soda products on their campus, at their dining halls and sporting events. The idea is to get the students to condition their tastes to either Coke or Pepsi products and have them associate the soda with their happy college days for the rest of their lives.

Even in our Little League Association, we agreed only to sell Pepsi Products because they delivered the product, provided a large, refrigerated display cooler and a scoreboard. They also gave us two soda machines and other goodies.