North American basketball’s elite NBA has announced a new global partnership with beverage giant Coca-Cola that will see its Sprite brand return as the league’s official soft drink.
The multi-year deal begins immediately and will see Coca-Cola’s lemon-lime soda brand take over from Starry, the citrus drink of rival beverage giant PepsiCo, with Sprite set to appear at several moments this season before the partnership kicks off in full for the 2026-27 season.
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From next season, 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.
Kerry Tatlock, EVP Global Marketing Partnerships and Media, NBA, said: “Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide.
“We’re thrilled to welcome Sprite back to the NBA family and look forward to collaborating together on new ways for fans to experience the game.”
The deal marks a return of Coca-Cola to the NBA, having held marketing rights from 1986 through 2015.
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By GlobalDataDuring Coca-Cola’s previous partnership, 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.
The brand also gained visibility during that time through its ‘Obey Your Thirst’ commercials featuring NBA stars, including the late Kobe Bryant. Coca-Cola brought back that campaign in 2024 – 30 years after its first iteration.
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.
Manuel Arroyo, Coca-Cola’s executive vice president and global chief marketing officer, said: “Basketball is central to the DNA of Sprite. 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 to fuel the moments and memories that drive it.”
After Coca-Cola ended its partnership with the NBA, PepsiCo stepped into the role, with its Mountain Dew brand becoming the league’s official soft drink from 2015 to 2022. Starry then took over the sponsorship from 2023 until now.
PepsiCo, meanwhile, will still have a strong presence within the league via its brands, including Ruffles, which remains as the NBA’s official chip, and Gatorade, the league’s official sports drink and longest-running sponsor.
