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Photo: The Coca-Cola Company
The US-based National Basketball Association (NBA) and The Coca-Cola Company have announced a new global marketing partnership, bringing the Sprite brand back as the league’s Official Global Soft Drink Partner.
This means that Sprite, which claims to be the world’s leading lemon-lime soft drink, will serve as the exclusive soft drink partner of the NBA across a global footprint.
The Coca-Cola Company first partnered with the NBA in 1986, and for nearly three decades, Sprite helped shape how basketball connected with fans across sport, music, fashion and self-expression.
“Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide,” says Kerry Tatlock, EVP for Global Marketing Partnerships and Media at the NBA.
“We’re thrilled to welcome Sprite back to the NBA family and look forward to collaborating on new ways for fans to experience the game.”
Sprite will activate across the NBA’s biggest global stages
Under the new agreement, Sprite will activate across the NBA’s biggest global stages, including league tentpole moments (high-visibility events designed to maximise fan engagement, media attention and marketing opportunities), as well as international events like NBA Global Games.
Through the partnership, fans will see immersive experiences, custom content on NBA platforms, and exclusive promotions that bring them closer to NBA fandom.
The renewed collaboration builds on recent momentum, including the introduction of co-branded, limited-edition Sprite cans featuring select NBA teams in participating markets – giving fans a new way to celebrate their local fandom and regional pride.
“Through integrated global marketing campaigns, digital-first storytelling, retail programmes and in-market fan experiences, Sprite will connect the energy of basketball directly to ultimate refreshment,” The Coca-Cola Company says in a press release.
Comments Manolo Arroyo, EVP and Global Chief Marketing Officer for The Coca-Cola Company: “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. Sprite, together with the NBA, will help to fuel the moments and memories that drive it.”
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