NBA joins hands with Sprite a once again

The National Basketball Association (NBA) has announced a new multi-year global partnership with The Coca-Cola Company which will see Sprite once again join the league, as the Official Global Soft Drink Partner. The deal sees Sprite join the NBA once again with The Coca-Cola Company teaming up with the league after having first partnered back in 1986. The partnership will see Sprite have branding across the league’s biggest stages which will include league tentpole moments, as well as international events like NBA Global Games. Both will also work on fan engagement experiences and custom content series on NBA platforms, and exclusive promotions that bring the fans closer to the action. 

Sprite will also launch limited edition cans featuring select NBA events along with marketing campaigns, digital-first storytelling, retail programs and in-market fan experiences to reach out to wider audiences across the globe. 

Kerry Tatlock, EVP Global Marketing Partnerships and Media, NBA, commented,

“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.”

Manolo Arroyo, EVP and Global Chief Marketing Officer, The Coca-Cola Company, said,

“Basketball is central to the DNA of Sprite. 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.”

Anthony Edwards, Minnesota Timberwolves Guard, added,

“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.”