Sprite Reclaims NBA Sponsorship, Marking a Return to a Decades-Long Partnership

The National Basketball Association (NBA) and The Coca-Cola Company have announced a renewed global marketing partnership, bringing Sprite back as the league’s Official Global Soft Drink Partner. This agreement signifies the return of a prominent brand collaboration in NBA history, uniting the two entities after a period where PepsiCo’s Starry held the sponsorship.

A Legacy of Partnership

The Coca-Cola Company first partnered with the NBA in 1986 and Sprite, its leading lemon-lime soft drink, played a significant role in shaping the connection between basketball and fans for nearly three decades. The partnership extended beyond simple advertising, encompassing cultural touchpoints like music, fashion, and self-expression. Sprite’s influence was felt through initiatives such as the “Obey Your Thirst” campaign in North America, streetball tournaments in Asia, player collaborations in Latin America, and culturally driven activations in Europe, and Africa.

From 2003 to 2016, Sprite also served as the title sponsor of the NBA All-Star Slam Dunk Contest, further solidifying its presence within the basketball landscape.

What the Partnership Means

“Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide,” said Kerry Tatlock, EVP Global Marketing Partnerships and Media, NBA. “We’re thrilled to welcome Sprite back to the NBA family and look forward to collaborating together on novel ways for fans to experience the game.” NBA.com

Manolo Arroyo, EVP and Global Chief Marketing Officer of The Coca-Cola Company, emphasized the integral role basketball plays in Sprite’s brand identity. “Basketball is central to the DNA of Sprite,” Arroyo stated. “Coming together with the NBA means co-creating the future: pioneering new fan experiences, exploring emerging formats, and meeting the next generation where they are at.” NBA.com

Anthony Edwards and the Future of the Partnership

The renewed partnership includes a continued relationship with Anthony Edwards, the 2026 NBA All-Star Game MVP and a global star. Edwards expressed his enthusiasm for the collaboration, noting Sprite’s long-standing commitment to individuality. “I love that Sprite has always been a brand that pushes you to do things your way,” said Edwards. “Being part of this legendary partnership between Sprite and the NBA is incredible. I can’t wait to represent the brand and demonstrate the next generation the value of staying true to themselves.” NBA.com

What to Expect

As the Official Global Soft Drink Partner, Sprite will be prominently featured at major NBA events, including NBA Global Games. Fans can anticipate immersive experiences, exclusive content on NBA platforms, and dedicated promotions designed to enhance their engagement with the league. The partnership also builds upon recent initiatives, such as limited-edition co-branded Sprite cans featuring select NBA teams, offering fans a unique way to show team pride. Coca-Cola Company Investor Relations

The agreement signifies a multiyear commitment between the NBA and The Coca-Cola Company, solidifying Sprite’s position as a key partner in the world of basketball. Coca-Cola Company Investor Relations