Coca-Cola partners NBA to boost Sprite globally
By Fly Cable News
The National Basketball Association and The Coca-Cola Company have signed a multi-year global marketing agreement aimed at expanding the market presence of Sprite, bringing the beverage back as the league’s Official Global Soft Drink Partner.
Under the agreement, Sprite will serve as the NBA’s exclusive soft drink partner across its global footprint, including major league events, international games, and digital platforms. The partnership will feature immersive fan experiences, co-branded merchandise, and custom content series, connecting basketball culture to Sprite’s brand globally.
NBA EVP of Global Marketing Partnerships and Media, Kerry Tatlock, said in a statement on Thursday, “Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide. We look forward to collaborating on new ways for fans to experience the game.”
The collaboration also continues Sprite’s association with top athletes, including 2026 NBA All-Star Game MVP Anthony Edwards, who represents a new generation of players with influence both on and off the court.
Edwards said, “Being part of this legendary partnership between Sprite and the NBA is incredible. I’m excited to show the next generation the power of staying true to yourself.”
Coca-Cola first partnered with the NBA in 1986, and Sprite has historically played a central role in connecting basketball with fans through campaigns like “Obey Your Thirst” and sponsorship of the NBA Slam Dunk Contest from 2003 to 2016. Through this renewed collaboration, the company aims to drive global engagement and increase market presence by integrating basketball culture into marketing campaigns, retail activations, and limited-edition co-branded products.
Coca-Cola EVP and Global Chief Marketing Officer Manolo Arroyo added, “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 fuel the moments and memories that drive it.”
Through this partnership, Coca-Cola aims to strengthen Sprite’s global brand footprint, leveraging the NBA’s worldwide reach to engage fans, boost sales, and reinforce its position in key markets across North America, Europe, Africa, Asia, and Latin America.
