Sprite Reclaims NBA Global Soft Drink Partnership, Ending PepsiCo’s Run with Starry

Novel YORK – The National Basketball Association (NBA) and The Coca-Cola Company announced a renewed global marketing partnership on Tuesday, March 17, 2026, bringing Sprite back as the league’s Official Global Soft Drink Partner. This marks the return of a long-standing collaboration, ending PepsiCo’s 11-year sponsorship through Mountain Dew and, most recently, Starry .

A Legacy Reborn: Sprite and the NBA

The Coca-Cola Company first partnered with the NBA in 1986, with Sprite becoming a prominent fixture in basketball culture for nearly three decades. From the iconic “Obey Your Thirst” campaign to streetball tournaments and player collaborations, Sprite played a significant role in connecting the sport with fans across music, fashion, and self-expression . Sprite too notably sponsored the Slam Dunk Contest at NBA All-Star from 2003 to 2016.

What the Partnership Means

Under the new multiyear agreement, Sprite will be the exclusive soft drink partner of the NBA globally. The partnership will include activations at major NBA events, including NBA Global Games, and custom content series on NBA platforms . Fans can expect immersive experiences, exclusive promotions, and co-branded, limited-edition Sprite cans featuring select NBA teams .

Key Players Weigh In

“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 . Manolo Arroyo, EVP and Global Chief Marketing Officer, The Coca-Cola Company, added, “Basketball is central to the DNA of Sprite… Sprite, together with the NBA, will help to fuel the moments and memories that drive it.”

Anthony Edwards Continues as Sprite Ambassador

The partnership will continue to leverage Sprite’s existing relationship with Minnesota Timberwolves guard Anthony Edwards, who has been a key figure in recent Sprite campaigns, including a revival of the “Obey Your Thirst” slogan . Edwards represents a new generation of NBA stars whose influence extends beyond the court.

PepsiCo Remains Involved with the NBA

Despite losing the official soft drink sponsorship, PepsiCo will continue its relationship with the NBA through other brands, including Gatorade and Ruffles .