NBA teams up with Sprite again

The National Basketball Association (NBA) has announced a multi-year global partnership with The Coca-Cola Company, which will see its brand Sprite once again join the league as its Official Global Soft Drink Partner.

The Coca-Cola Company has had a long-standing history with the premier basketball division, having first partnered back in 1986. The new deal will grant Sprite branding across the NBA’s biggest stages, which will include league tentpole moments and international events like NBA Global Games.

The NBA and Sprite will also work on fan engagement experiences and custom content series on official NBA platforms, as well as exclusive promotions to bring fans closer to the action. 

Additionally, Sprite will launch limited-edition cans featuring select NBA events, with marketing campaigns, digital-first storytelling, retail programmes, and in-market fan experiences also part of the new agreement.

Kerry Tatlock, EVP Global Marketing Partnerships and Media at the 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.”