NBA and The Coca-Cola Company announce a multi-year marketing partnership, which sees Sprite® return as the league’s official global soft drink partner.
SPRITE AND NBA REUNITE
The Coca-Cola Company (Coca-Cola) has announced a new global partnership with the National Basketball Association (NBA), marking the return of one of basketball’s most iconic brand collaborations and reuniting two organizations with a long-standing connection to the sport.
Under the agreement, Sprite® will serve as the exclusive soft drink partner of the NBA across a global footprint, reinforcing the brand’s historic association with basketball culture and fan engagement.
Coca-Cola first partnered with the NBA in 1986, and for nearly three decades Sprite® played a key role in connecting basketball with wider culture across sport, music, fashion, and self-expression.
From the cultural impact of the ‘Obey Your Thirst’ campaign in North America, to streetball tournaments in Asia, player collaborations in Latin America, and fan activations across Europe and Africa, Sprite® has maintained a presence in basketball culture across multiple generations and regions.
Sprite® also served as the title sponsor of the NBA’s Slam Dunk Contest between 2003 and 2016.
Together, Sprite® and the NBA helped shape how brands engage authentically with the culture surrounding the game, establishing a partnership that extended beyond traditional sponsorship into fan experiences and cultural initiatives.
“Sprite® has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide,” said Kerry Tatlock, EVP of Global Marketing Partnerships and Media for the NBA.
“We’re thrilled to welcome Sprite® back to the NBA family and look forward to collaborating together on new ways for fans to experience the game.”
BUILDING FAN ENGAGEMENT
The renewed partnership will focus on developing new fan experiences, digital content, and global activations designed to engage the next generation of basketball fans across multiple platforms and markets.
“Basketball is central to the DNA of Sprite®,” said Manolo Arroyo, EVP and Global Chief Marketing Officer for Coca-Cola.
“Reuniting with the NBA is about co-creating what’s next – experimenting with new fan experiences, exploring emerging formats, and meeting the next generation where they are. Basketball is not just a game; it’s a global cultural engine, and Sprite®, together with the NBA, will help to fuel the moments and memories that drive it.”
As part of the partnership, Sprite® will continue working with athletes who represent individuality and self-expression, including its existing relationship with 2026 NBA All-Star Game MVP Anthony Edwards, whose influence extends beyond the court and reflects a new generation of global basketball stars.
“I love that Sprite® has always been a brand that pushes you to do things your way,” said Anthony Edwards, Minnesota Timberwolves Guard.
“Being a part of this legendary partnership between Sprite® and the NBA is incredible. I’m excited to represent the brand and show the next generation the power of staying true to yourself.”
GLOBAL ACTIVATIONS
Under the new agreement, Sprite® will activate across the NBA’s major global events and platforms, including key league moments and international events such as NBA Global Games.
The partnership will include immersive fan experiences, custom content series across NBA platforms, and promotional campaigns designed to bring fans closer to the game.
The collaboration also builds on recent initiatives, including the introduction of co-branded, limited-edition Sprite® cans featuring select NBA teams in participating markets. Through integrated global marketing campaigns, digital-first storytelling, retail programs, and in-market fan experiences, the partnership aims to connect basketball culture with the global brand presence of Sprite®.
The agreement also builds on Sprite®’s existing relationships across the NBA ecosystem, including partnerships with 17 teams, further strengthening the brand’s presence across professional basketball worldwide.
This article was produced by the editorial team at Food & Beverage Outlook and published as part of the Outlook Publishing global network of B2B industry magazines.
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