While companies compete with each other for dominance over market share, the smaller companies which act as providers are at war as well.

Burger King features heinz sauce logos. In some countries Macdonalds sells Coca-Cola only and Burger King sells Pepsi only.
In those countries the main players are not just MacD vs burger King but also Coca-Cola vs Pepsi-Cola

Such strategic alliances deserve a video of their own IMO