The Coca-Cola Company and the National Basketball Association announced a multiyear agreement in March 2026, returning Sprite to the role of Official Global Soft Drink Partner of the league. The partnership restores a designation the brand held from 1994 to 2015 before PepsiCo secured the category with Mountain Dew and later Starry.
Global Soft Drink Partnership Restored After Eleven-Year Gap
Coca-Cola’s association with the NBA actually began four decades ago in 1986, and Sprite served as the title sponsor of the Slam Dunk Contest from 2003 to 2016. During the eleven years operating outside the league-wide partnership, Sprite maintained a footprint within professional basketball by working with 17 individual NBA franchises. The brand also established a relationship with Minnesota Timberwolves guard Anthony Edwards in 2022, subsequently reviving the historic “Obey Your Thirst” marketing campaign in 2024.
Never Stop Refreshing the Game Platform Launched With Edwards and Jokic
The updated partnership avoids a cold restart by leaning on shared institutional memory and updating it through a new global marketing platform titled “Never Stop Refreshing the Game.” Alongside Edwards, Denver Nuggets center Nikola Jokić anchors the campaign. The two players represent contrasting styles, backgrounds, and personalities designed to appeal to both American audiences and the expanding international fanbase of the NBA. The multiyear initiative runs through 2027 and includes integrated content, specialized packaging, promotions, and live consumer experiences.
Limited Edition Packaging and Local Court Renovations Planned Through 2027
Special edition NBA-themed cans featuring Edwards and Jokić include QR codes that direct consumers in participating markets to digital games with prizes such as courtside tickets, Wilson basketballs, and exclusive merchandise. The activation extends into digital spaces through integrations with the NBA 2K video game franchise and food delivery partnerships. Additionally, a community initiative called “Hoops of Refreshment” funds the renovation of public basketball playgrounds featuring murals dedicated to local hoops culture.
Sprite Street Call Brings All-Star Event to Milan
Italy serves as a core market for the renewed push, receiving localized limited-edition packaging, promotional sweepstakes, and a multi-channel campaign spanning digital, social media, influencer marketing, radio, and outdoor advertising. On October 17, the Parco Sempione playground in Milan hosted the Sprite Street Call event. The activation featured open tournament play, skills competitions, a dunk contest, live music, and an All-Star exhibition game featuring former NBA champion Marco Belinelli. The layered marketing strategy combines global league inventory, athlete storytelling, retail packaging, and grassroots court development to connect the brand directly with basketball participants and fans.
