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By Amanda Greenwood
Associate News Editor
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Sprite is officially back on the NBA stage as part of a new multiyear global deal between the NBA league and The Coca‑Cola Company. The move follows the February launch of joint, limited‑edition NBA‑branded Sprite cans.
The NBA and Coca-Cola Partnership
The NBA and Coca‑Cola announced on March 17 that Sprite will once again serve as the league’s “Official Global Soft Drink Partner,” reviving a decades-long collaboration.
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The agreement shifts the NBA away from Coca-Cola’s rival PepsiCo’s Starry brand, which previously held the rights.
The renewed partnership reunites two brands. The relationship dates back to 1986. For nearly 30 years, Sprite played a central role in NBA culture, from its long‑running “Obey Your Thirst” campaign to its tenure as title sponsor of the NBA Slam Dunk Contest from 2003 to 2016.
NBA League executives described the deal as a homecoming that reflects basketball’s continued influence on youth culture, music, fashion, and self‑expression, with the NBA Vice President of Global Marketing Partnerships and Media Kerry Tatlock, describing Sprite as “a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide.”
Under the new agreement, Sprite will be integrated across the NBA’s biggest global moments, including major events and international games. Fans can expect immersive brand activations, custom digital content, and exclusive promotions designed to bring audiences closer to the league.
The partnership also builds on Sprite’s existing relationships with multiple NBA teams and players, including Minnesota Timberwolves guard Anthony Edwards, who is set to play a prominent role in upcoming campaigns and says, “I'm excited to represent the brand and show the next generation the power of staying true to yourself.”
Coca‑Cola is framing the deal as a return to a platform that has long aligned with Sprite’s brand identity. “Basketball is central to the DNA of Sprite,” Manolo Arroyo, Coca‑Cola’s executive vice president and global chief marketing officer, said in the announcement, adding that the partnership is about “experimenting with new fan experiences, exploring emerging formats and meeting the next generation where they are.”
The Limited-Edition NBA Sprite Cans
The NBA reunion follows closely on the heels of Sprite’s limited‑edition NBA can rollout, which, according to publications like Parade, launched in February and was perhaps the first sign that the brand was returning to basketball.
Coca-Cola established that the collectible cans feature designs that represent 17 NBA teams. Packaging Digest reported that there are also special editions spotlighting eight players from the Unrivaled women’s basketball league.
Available through March at select retailers, the limited‑edition cans also connect consumers to Sprite’s digital “Sprite Squad” platform, where fans can unlock merchandise, game tickets, and other exclusive rewards by scanning the packaging, Parade says.
For the NBA, the partnership represents a return to a familiar brand with deep roots in the league’s history, while for Coca‑Cola, it marks a high‑profile reclaiming of one of sports’ most visible sponsorship categories.
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