Sprite returns to NBA in global marketing partnership reboot

Sprite is returning to the National Basketball Association as part of a new multi-year global marketing partnership with The Coca-Cola Company, marking the revival of one of the most recognisable brand alignments in sport.

Under the agreement, Sprite will become the NBA’s exclusive global soft drink partner, with activations spanning major league moments, international events and digital platforms.

The move signals a renewed focus on basketball as a cultural platform, with both organisations pointing to the sport’s influence across music, fashion and youth identity as a key driver of the partnership.

“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 at the NBA.

The partnership builds on a long-standing relationship between Coca-Cola and the league, which began in 1986. Sprite played a central role in that connection for decades, including its high-profile sponsorship of the NBA Slam Dunk Contest and campaigns such as “Obey Your Thirst,” which helped cement its place in basketball culture.

“Basketball is central to the DNA of Sprite,” Manolo Arroyo, EVP and global chief marketing officer at Coca-Cola, said.

“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.”

As part of the deal, Sprite will roll out global campaigns, digital-first content, retail activations and in-market fan experiences designed to bring audiences closer to the game.

The partnership will also extend to player-led marketing, with 2026 NBA All-Star Game MVP Anthony Edwards continuing his role as a key brand ambassador.

“I love that Sprite has always been a brand that pushes you to do things your way,” Edwards said.

The renewed collaboration comes as brands increasingly look to sport not just as a media channel, but as a cultural engine capable of driving deeper engagement with younger audiences.

For marketers, the deal reflects a broader shift towards global, content-led partnerships that blend entertainment, commerce and community, particularly in markets where basketball continues to grow rapidly.

Sprite already maintains partnerships with 17 NBA teams, and the new agreement is expected to expand its presence across international markets, including Asia, where basketball fandom and brand integration have historically been strong.