The Nets just inked a sports sponsorship deal with Jones Soda last week. All of the terms of the deal haven’t been disclosed yet, but apparently Pepsi got the boot. Jones will become the exclusive soft drink and bottled water provider in the Barclays Center when the Nets head across the river to Brooklyn for the 2009-10 season. In addition to theme packaging, Jones Soda will create customized flavors for the arena’s branded soda shop. Fans will even have a chance to put their pictures on the actual bottles.

Much to my surprise, this deal is a hot topic of controversy. Some Brooklynites are up in arms over this deal because of the company’s Seattle-based roots. Who knew there were so many avid Coke and Pepsi drinkers in Brooklyn? You have to admire such a strong nostalgic sentiment for beverages in an era of fickle consumerism. Forget urban redevelopment, Bruce Ratner should redirect his efforts to alleviating Brooklyn’s fierce addiction to high fructose corn syrup.

The controversy surrounding this sponsorship seems a little overdone; an argument for argument’s sake. I don’t see the big deal over the Nets deciding to give sponsorship rights to a lesser-known soda brand as a means to boost their profile in the market. Not to mention, Jones Soda tastes great and is a healthier alternative to Pepsi with its pure cane sugar.

Adding a roster of boutique brands to the arena is more in sync with the Nets underdog image. Amid all this talk about changing the Nets name, with a sponsor like Pepsi, the Nets could just end up being The Nets One or the Nets Max. Nets Turkey and Gravy is so much cooler. Where is the sense of adventure these days?

Personally, I’m excited to see what kind of crazy Nets-inspired concoctions Jones will create. The creative bar was set high in Seattle with flavors for the Seahawks that include dirt, natural field turf, sports cream and perspiration. The Nets will need to step it up a notch in order to capture the true urban grit of New York. My vote is for lacquered hardwood floor, shock-absorbing polyurethane midsole, and for those extra daring individuals, baller’s breath. That would totally quench my thirst during a typical Nets nailbitter.