Sprite Returns as the NBA’s Official Global Soft Drink Partner
Fresh YORK – The National Basketball Association (NBA) and The Coca-Cola Company announced a renewed global marketing partnership today, bringing Sprite back as the league’s Official Global Soft Drink Partner. The agreement, revealed on March 17, 2026, marks the return of a long-standing and culturally significant collaboration between the NBA and one of the world’s leading beverage brands.
A Legacy Reborn: Sprite and the NBA
The partnership between Coca-Cola and the NBA dates back to 1986, but Sprite quickly emerged as a key component, shaping how basketball connected with fans through sport, music, fashion and self-expression. For nearly three decades, Sprite was a prominent presence in the league, and its return signals a renewed focus on authentic cultural engagement. This isn’t simply a sponsorship. it’s a re-ignition of a relationship built on shared values and a deep understanding of basketball culture.
From “Obey Your Thirst” to Global Activations
Sprite’s impact on basketball culture extends beyond traditional advertising. The brand’s iconic “Obey Your Thirst” campaign resonated deeply with a generation of fans, even as Sprite-sponsored streetball tournaments in Asia and player-led collaborations in Latin America fostered a global community around the game. These activations, alongside culture-driven initiatives across Europe and Africa, demonstrate Sprite’s commitment to connecting with basketball fans on a local level. From 2003 to 2016, Sprite also served as the title sponsor of the NBA All-Star Slam Dunk Contest, further cementing its place in NBA lore.
A Partnership Built on Shared Values
According to Kerry Tatlock, EVP Global Marketing Partnerships and Media at the NBA, “Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide.” This sentiment underscores the strategic alignment between the NBA and Sprite, both of which prioritize authenticity and connecting with fans on a personal level. The league believes Sprite’s return will unlock new opportunities to enhance the fan experience.
Expanding Sprite’s Presence Across the NBA Landscape
The renewed partnership will see Sprite integrated into key NBA events, including regular season games, the NBA Playoffs, the NBA Finals, and NBA Global Games. The Coca-Cola Company plans to create immersive experiences and exclusive content for fans, distributed across the NBA’s digital platforms. This expanded presence aims to go beyond simple brand visibility, focusing instead on creating meaningful activations that engage fans and celebrate the culture of basketball. Manolo Arroyo, EVP and Global Chief Marketing Officer at The Coca-Cola Company, stated that reuniting with the NBA is about “co-creating the future: experimenting with new experiences for fans, exploring emerging formats and meeting the next generation where they are.”
Local Relevance with Global Reach
The partnership will also emphasize localized activations, including co-branded cans featuring specific NBA teams and markets. This approach allows Sprite to leverage its global brand recognition while simultaneously catering to the unique preferences and passions of fans in different regions. By combining global scale with local relevance, Sprite and the NBA aim to foster a stronger sense of community and belonging among basketball fans worldwide.
Anthony Edwards Leads the Charge as a Sprite Ambassador
A key element of the partnership involves athlete ambassadors, with Anthony Edwards, the 2026 NBA All-Star Game MVP, taking a prominent role. Edwards’ existing relationship with Sprite makes him a natural fit to represent the brand and connect with fans. The use of athlete ambassadors reflects a marketing strategy focused on authenticity and leveraging the influence of prominent players to reinforce the brand’s values and appeal to younger audiences.
What This Means for the NBA and Coca-Cola
For the NBA, this partnership represents a significant boost in marketing reach and a renewed commitment to cultural relevance. Sprite’s global presence and marketing expertise will support the league connect with fans in new and innovative ways. For Coca-Cola, the partnership provides a powerful platform to showcase Sprite’s brand identity and engage with a passionate and diverse audience. The collaboration is expected to drive sales and strengthen Sprite’s position as a leading soft drink brand.
Looking Ahead: NBA Playoffs and Beyond
With the NBA regular season nearing its conclusion, the timing of this announcement is strategic. Sprite’s increased presence will be felt throughout the NBA Playoffs and Finals, offering fans new and engaging experiences. The partnership is expected to evolve over the coming years, with both the NBA and Coca-Cola exploring new opportunities to innovate and connect with fans. Fans can expect to see more co-branded content, immersive activations, and athlete collaborations in the future.
The next major checkpoint for the NBA is the start of the playoffs, scheduled to commence April 17, 2026. Retain an eye on NBA.com and Sprite’s social media channels for updates on upcoming activations and events.
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