NBA and Sprite reunite in global marketing deal

The National Basketball Association and The Coca‑Cola Company have announced a global marketing partnership, restoring Sprite as the league’s Official Global Soft Drink Partner.

The collaboration reunites two brands that have shaped basketball culture for decades. Sprite will now serve as the exclusive soft drink partner for the NBA across its worldwide footprint.

Sprite’s legacy in basketball culture

The Coca‑Cola Company first partnered with the NBA in 1986, with Sprite helping define basketball’s connection to fans through sport, music, fashion and self-expression. Highlights include the “Obey Your Thirst” campaigns in North America, streetball tournaments in Asia, player-led activations in Latin America, and cultural programs in Europe and Africa. Sprite also sponsored the NBA Slam Dunk Contest from 2003 to 2016.

Kerry Tatlock, EVP Global Marketing Partnerships and Media, NBA: "Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide. 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."

Global activations and fan engagement

Manolo Arroyo, EVP and Global Chief Marketing Officer, The Coca‑Cola Company: "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."

The partnership will feature activations at the NBA’s key events, international games, immersive fan experiences, custom content series, and exclusive promotions. Sprite has already introduced co-branded, limited-edition cans with select NBA teams in participating markets, connecting fans to their local teams.

Athlete partnerships reinforce brand values

Sprite continues to highlight athletes who embody individuality, including 2026 NBA All-Star Game MVP Anthony Edwards.

Anthony Edwards, Minnesota Timberwolves Guard: "I love that Sprite has always been a brand that pushes you to do things your way. 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."

The renewed collaboration builds on Sprite’s existing team partnerships with 17 NBA franchises, extending its global presence and deepening its connection to fans through integrated campaigns, digital storytelling, and in-market experiences.

www.coca-colacompany.com

www.nba.com

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