The NBA and Coca-Cola are bringing back their partnership to connect basketball with fans worldwide. Under a new multi-year deal, Sprite will return as the NBA’s official global soft drink partner. It will also become the league’s exclusive soft drink partner around the world.

The partnership will include fan experiences, digital content and special activities. These efforts will help Sprite connect with young and new basketball fans. Kerry Tatlock, EVP of Global Marketing Partnerships and Media for the NBA, also said Sprite fits well with basketball culture because its identity matches the values of fans.

“Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide,” said Kerry Tatlock.

Tatlock’s comments show the strong connection between Sprite and basketball. According to Lucy Pilgram’s report for Food Beverage Outlook, Coca-Cola and the league first started their relationship in 1986.

Over the years, Sprite also became a well-known part of basketball culture. The brand worked on campaigns, tournaments, player collaborations, and fan activities.

Its Obey Your Thirst campaign became especially popular in North America. Sprite also connected with basketball fans in Asia, Latin America, Europe, and Africa.

Sprite was also the title sponsor of the NBA Slam Dunk Contest from 2003 to 2016. Now, the brand is returning to the NBA and starting a new chapter in its basketball journey.

Both sides plan to bring new basketball experiences to fans in different markets around the world.

Sprite's global basketball plans 

The new partnership will cover more than the NBA’s regular events. Sprite will be part of major NBA events and international events such as NBA Global Games.

According to the same Food Beverage Outlook report, the partnership will include fan experiences, special content, promotional campaigns, and digital stories.

Coca-Cola’s global marketing chief also shared how the company sees this new partnership. The partnership will also use Sprite’s current connection with the league.

The brand already works with 17 NBA teams and has worked with players such as 2026 NBA All-Star Game MVP Anthony Edwards.

Edwards also represents the individuality that Sprite wants to promote. His existing connection with the brand makes him an important part of Sprite’s presence in basketball.

The partnership will also bring limited-edition Sprite cans. These cans will feature the NBA and selected NBA teams in participating markets.

The NBA and Coca-Cola also plan retail programs, global campaigns, digital content, and local fan experiences. Because of this, Sprite’s return will be more than just a sponsorship.

Overall, this new multi-year partnership brings Sprite® back to the NBA. It combines the brand’s long history in basketball with new fan experiences, digital content, and global campaigns.

Written by

Kapil Manghnani

Kapil Manghnani brings over 4.5 years of experience in sports journalism, covering a wide range of sports, including Soccer, NHL, Tennis, Gymnastics, NASCAR, Swimming, and more. He has written for leading sports platforms, producing everything from breaking news and features to in-depth analysis, opinion pieces, long-form stories, and short-form content. Beyond articles, he has also scripted long-form storytelling videos for YouTube channels. His work focuses on delivering well-researched, engaging, and reader-first sports content across multiple formats.

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