Sprite Returns as NBA’s Global Soft Drink Partner in Multiyear Deal — The Coca-Cola Company

Event summary

The Coca-Cola Company and the NBA announced a multiyear global partnership, bringing Sprite back as the league’s Official Global Soft Drink Partner.
Sprite will serve as the exclusive soft drink partner of the NBA across a global footprint, marking the return of a decades-long collaboration.
The partnership includes activations across NBA’s biggest global stages, including league tentpole moments and international events like NBA Global Games.
Sprite will continue its relationship with 2026 NBA All-Star Game MVP Anthony Edwards, who represents a new generation of global stars.
The deal builds on Sprite’s existing relationships with 17 NBA teams and recent momentum, including co-branded, limited-edition Sprite cans featuring select NBA teams.

The big picture

The partnership between Sprite and the NBA is a strategic move to deepen the connection with basketball culture and engage with a global audience. With the NBA’s international presence and Sprite’s cultural heritage, the deal aims to fuel moments and memories that drive the game’s global cultural engine. The collaboration builds on recent momentum, including co-branded merchandise and player-led activations, highlighting the importance of authentic brand partnerships in sports marketing.

What we're watching

Fan Engagement: How Sprite and the NBA will co-create new fan experiences and explore emerging formats to meet the next generation of fans.
Cultural Relevance: Whether Sprite can sustain its cultural impact within basketball culture, given its heritage and the evolving landscape of sports marketing.
Global Expansion: The pace at which the partnership will expand into international markets, leveraging NBA Global Games and other international events.