Announced early Tuesday morning on CNBC's "Squawk Box", Jones Soda Co. has beat out the big boys Pepsi and Coke, securing another exclusive deal with a professional sports franchise. This time, they've snagged the rights to be the official beverage providers of the New Jersey Nets at their planned new arena, the Barclays Center, which opens in 2009-2010.

Jones has not only scored the carbonated-beverage pouring rights at the arena, but also the water rights. Like the Seattle Seahawks deal which saw Jones become the official soda of the Seahawks this year, it will include Nets-themes packaging, customized flavors, and even a Jones Soda shop inside the arena. Fans will also be able to put their pictures on the bottles.

The New Jersey deal thus brings Jones Soda to a prominent spot on the east coast in the coveted New York area market, giving them both east and west coast coverage. Could further stadium and arena deals be on the way with other professional sports teams? Such as say, a baseball, hockey, or soccer team?

An official announcement from Jones Soda Co. is expected to be made later today.