National Basketball Association and The Coca-Cola Company Forge New Multiyear Global Partnership
The National Basketball Association (NBA) and The Coca-Cola Company have officially unveiled a sweeping new global marketing partnership that brings Sprite back into the spotlight as the league’s Official Global Soft Drink Partner. This renewed collaboration marks a significant moment for both organizations, reviving one of the most recognizable and culturally influential brand relationships in sports history while setting the stage for a new era of fan engagement and innovation.
The agreement reunites two global powerhouses that have long shared a deep-rooted connection to basketball culture. Sprite, widely recognized as the world’s leading lemon-lime flavored soft drink, will now serve as the exclusive soft drink partner of the NBA across an expansive international footprint. This partnership is not merely a sponsorship—it represents a strategic alignment designed to amplify the cultural and commercial reach of basketball on a global scale.
The relationship between The Coca-Cola Company and the NBA dates back to 1986, forming the foundation for decades of collaboration that helped redefine how brands interact with sports audiences. Over the years, Sprite emerged as a central figure in this partnership, playing a pivotal role in bridging the gap between basketball and broader cultural movements. From music and fashion to street culture and personal expression, Sprite became synonymous with the energy and authenticity of the game.
One of the most notable chapters in this legacy was the “Obey Your Thirst” campaign, which resonated deeply with fans, particularly in North America. The campaign championed individuality and authenticity, values that align closely with the ethos of basketball culture. Beyond advertising, Sprite’s presence extended into grassroots and global initiatives, including streetball tournaments across Asia, player-driven collaborations in Latin America, and culturally immersive activations throughout Europe and Africa. These efforts collectively helped position basketball as more than just a sport—it became a global cultural movement.
Sprite also played a prominent role in one of the NBA’s most celebrated annual showcases, serving as the title sponsor of the Slam Dunk Contest during NBA All-Star Weekend from 2003 to 2016. This period further solidified Sprite’s association with creativity, flair, and high-energy entertainment, as the dunk contest became a platform for athletes to express their individuality and athletic artistry.
Speaking on the renewed partnership, Kerry Tatlock, Executive Vice President of Global Marketing Partnerships and Media at the NBA, emphasized the natural synergy between Sprite’s brand identity and the values of basketball fans worldwide. She highlighted the shared focus on self-expression and individuality, noting that the partnership will create new opportunities to connect with audiences in meaningful and innovative ways.
From The Coca-Cola Company’s perspective, the collaboration represents an opportunity to evolve alongside a rapidly changing media and consumer landscape. Manolo Arroyo, Executive Vice President and Global Chief Marketing Officer, described basketball as a “global cultural engine” that extends far beyond the court. He emphasized that the renewed partnership with the NBA will focus on co-creating future-forward experiences, experimenting with new formats, and engaging the next generation of fans through digital-first strategies and immersive storytelling.
A key component of this renewed alliance is Sprite’s continued investment in athlete partnerships that reflect its core values of originality and bold self-expression. Central to this effort is its relationship with Anthony Edwards, the dynamic guard for the Minnesota Timberwolves and the 2026 NBA All-Star Game MVP. Edwards represents a new wave of global basketball stars whose influence transcends the sport, extending into fashion, entertainment, and digital culture.
Edwards’ partnership with Sprite underscores the brand’s commitment to aligning with personalities who embody authenticity and individuality. His energetic playing style and charismatic presence make him a natural ambassador for the brand, helping to connect with younger audiences who value self-expression and creativity. In his remarks, Edwards expressed enthusiasm about being part of what he described as a “legendary partnership,” emphasizing the importance of staying true to oneself—an idea that sits at the heart of Sprite’s messaging.
Under the terms of the new agreement, Sprite will have a prominent presence across the NBA’s most significant global platforms. This includes marquee events such as NBA Global Games, as well as key tentpole moments throughout the league’s calendar. Fans can expect a wide range of activations, including immersive live experiences, exclusive digital content, and innovative promotional campaigns designed to bring them closer to the game.
The partnership will also leverage the NBA’s extensive digital ecosystem, enabling Sprite to engage with fans through custom content series and interactive platforms. These initiatives will focus on storytelling that highlights the intersection of basketball, culture, and lifestyle, reinforcing the sport’s role as a global cultural force.
In addition to experiential and digital activations, the collaboration will extend into retail and product innovation. One example of this is the introduction of co-branded, limited-edition Sprite cans featuring select NBA teams in participating markets. These products provide fans with a tangible way to celebrate their connection to their favorite teams, blending brand engagement with personal fandom.
The renewed partnership builds on Sprite’s existing relationships within the NBA ecosystem, which already include partnerships with 17 NBA teams. By expanding this network into a unified global agreement, Sprite and the NBA are positioning themselves to deliver a more cohesive and impactful brand experience across markets.
From a strategic standpoint, this collaboration reflects broader trends in sports marketing, where brands are increasingly seeking to create integrated, multi-channel experiences that resonate with diverse audiences. By combining the NBA’s global reach with Sprite’s cultural relevance, the partnership aims to deliver value not only to fans but also to stakeholders across the sports and entertainment industries.
Moreover, the emphasis on digital-first engagement and immersive experiences highlights the evolving nature of fan interaction. As younger audiences consume content across multiple platforms, the ability to deliver personalized and interactive experiences becomes increasingly important. The NBA and Sprite’s joint efforts in this area are likely to set new benchmarks for how sports leagues and brands collaborate in the future.
Ultimately, the return of Sprite as the NBA’s Official Global Soft Drink Partner represents more than a nostalgic reunion—it signals a forward-looking partnership built on shared values, cultural relevance, and a commitment to innovation. By blending heritage with modern marketing strategies, the NBA and The Coca-Cola Company are poised to create a new chapter in their longstanding relationship, one that continues to shape the global narrative of basketball and its influence on culture.
As this partnership unfolds, fans around the world can expect to see a dynamic fusion of sport, creativity, and refreshment, reinforcing the idea that basketball is not just a game, but a powerful cultural platform that brings people together across borders and generations.
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