Pepsi-Cola will have the right of first refusal when it comes to sponsoring original online programming from production house BermanBraun, reports Variety.

The soft drink company is continuing the relationship it first built with Lloyd Braun when he was at Yahoo. While he was there, Pepsi became the sole sponsor of a number of Yahoo's original programming efforts.

Pepsi, according to Braun, sees these web sponsorships as a way to deepen the connection with consumers in a manner traditional advertising cannot.

The online content created by BermanBraun is not part of the deal that allows NBC to have a first look at its productions.