Pepsi sponsor?

I was just wondering...
Throughout EdTV, you can see the Pepsi machine in Ed's house, I think a can of Pepsi (not sure) and one time someone actually asks Ed 'Pepsi or Coke?' and he says 'Pepsi'.
So, I was wondering...did Pepsi actually sponsor this movie, causing the extensive product placement, or is it kind of an inside joke, where Pepsi sponsored EdTV in the film? Anyone know?