it is too soon to assess the implications of the court decision that left intact the tsn-Pepsi-Cola Canada advertising deal, but it is clear the fallout could be substantial.

Hugh Dow, president of the Canadian Media Directors Council, recently alerted council members of the imminent decision, advising them in a memo to familiarize themselves with the substance of the case.

Dow, president of Initiative Media in Toronto, was on vacation and unavailable for comment.

What Justice James Farley of the Ontario Court’s General Division did a week ago was dismiss Coca-Cola Canada’s bid to have the tsn-Pepsi agreement thrown out, and have Coke – not Pepsi – commercials shown during Toronto Blue Jays games on tsn, the cable sports network.

Coca-Cola contended a two-page contract signed with tsn in 1988 gave it a right of first refusal on any future soft drink advertising and the traditional incumbent advertiser’s right to renegotiate a new pact.