MTV of New York has entered a ‘groundbreaking deal’ with Pepsi-Cola International, the international beverage operation of PepsiCo Inc., located in Purchase, New York.

It’s the first time MTV has paired with an advertiser in an alliance that combines marketing and media, and involves all of its international affiliates.

The three-year agreement makes Pepsi the exclusive soft-drink sponsor of the Video Music Awards on MTV Europe, MTV Asia, MTV Mandarin and MTV Japan, and of Semana Rock on MTV Latino and MTV Brasil.

More significant, the two companies will work together to create international programming, cross-promotions, marketing tie-ins and large-scale special events featuring MTV’s international VJs. Further details on these efforts will be announced shortly.

Caroline Vincent, MTV’s director of communications, says the deal represents ‘a really great fit between two companies with strong worldwide brands’ targeted at young adults.