Uber won't be picking up riders from the Austin-Bergstrom Airport during South by Southwest. Reuters

When South by Southwest kicks off Friday, Uber, the popular ridesharing service based in San Francisco, will not be allowed to operate at the Austin-Bergstrom International Airport for its duration.

Lyft, another ridesharing service, and Uber were offered a deal that gave the airport 10 percent of the company’s sales at the airport during the popular music, arts and entertainment festival. Both companies had to accept the deal by 5 p.m. last Friday. Uber failed to come to an agreement, airport officials said.

Lyft, which is also based in San Francisco and competes directly with Uber, accepted the deal and agreed to share 10 percent of its SXSW profits with the Austin-Bergstrom International Airport.

"Lyft has become the first and only Transportation Network company permitted to operate as a ridesharing operator at Austin-Bergstrom International Airport," a press release said Tuesday. "Under the agreement, Lyft will provide the airport a 10 percent concession fee based on gross revenue received by operating at the airport."

The deal won’t just be for SXSW, but for an entire year. Lyft and the city of Austin Aviation Department agreed on a yearlong pilot program, which immediately went into effect.

SXSW will celebrate interactive achievements March 13-17, innovations in film March 13-21 and strides in the music industry March 17-22.