Sprite, the lemon-lime soda brand of Coca-Cola, has increased its global basketball exposure by striking a new agreement with pan-European club competition EuroLeague, days after announcing a deal with North America’s NBA.
The multi-season agreement, struck with organizer Euroleague Basketball, will see Sprite become an official partner of the competition from the 2026-27 season, starting with its appearance at the 2026 EuroLeague Final Four, the league’s season-ending mini tournament, being played in Athens, Greece, from May 23 to 25.
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Throughout each season, Sprite will gain visibility and engagement opportunities across multiple platforms, including in-venue channels, on-court branding, and in-arena advertising.
As part of the deal, Sprite and Euroleague Basketball will also explore a series of fan experiences, including opportunities to meet current and former players, gain access to team environments, and experience games from areas usually reserved for backroom staff.
Michael Willeke, vice president of marketing – sparkling flavors Europe at The Coca-Cola Company, said: “Basketball is more than a sport. It’s a powerful force in culture, shaping how people connect through music, style, self-expression, and community.
“Sprite has always stood for fresh perspectives, and we see basketball as a space where culture isn’t just consumed, it’s co‑created. Through our partnership with Euroleague Basketball, we will celebrate the voices, creators, and communities that unlock fresh energy, new connections, and experiences, keeping basketball culture moving forward.”
The move comes as Coca-Cola looks to capitalize on basketball’s links to street culture and younger audiences to revive its Sprite brand to the heights it once held during its long-standing association with the NBA from 1986 through 2015.
Last week (March 17), Coca-Cola reclaimed its position as the NBA’s official global soft drink partner, with Sprite chosen to replace PepsiCo’s rival citrus drink Starry from the 2026-27 season.
Under the agreement, Sprite will be present at all NBA games, as well as international events such as the NBA Global Games, with the brand promising immersive experiences, custom content series on NBA platforms, and exclusive promotions for fans.
During Coca-Cola’s previous partnership with the NBA, Sprite featured prominently, serving as the title sponsor of the Slam Dunk Contest at the NBA All-Star event from 2003 to 2016. AT&T now holds title rights to the Slam Dunk Contest.
Since ending its league-level relationship, the Sprite brand has kept its association with basketball, partnering with 17 NBA teams, while last year it became a sponsor of the women’s three-on-three basketball league, Unrivaled.
