Pour It On: Coca-Cola Is Sprite Back In The Mix Of NBA Activation
Thursday, March 19, 2026 at 05:23PM By Barry Janoff
March 19, 2026: Following a ten-year absence, Coca-Cola’s Sprite brand has returned to the NBA’s roster, signing a multi-platform, multi-year marketing partnership naming Sprite as the league’s “official global soft drink partner.”
The Coca-Cola company first partnered with the NBA in 1986, and for nearly three decades, Sprite was a fixture across league activation, including title sponsor of the Slam Dunk Contest at NBA All-Star from 2003-16.
PepsiCo’s Starry had been the official soft drink of the NBA, WNBA and NBA G League in North America since 2023 to boost its presence replacing Sierra Mist.
The alliance begins for the reminder of the current regular and post-season and then gets a full-season impact in 2026-27 season..
Sprite will also boost its alliances with NBA players and teams, led by Anthony Edwards of the Minnesota Timberwolves.
Financial terms of the pact were not shared.
“Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide,” Kerry Tatlock, NBA evp-global marketing partnerships and media, said via the league.
“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.”
Under the new agreement, Sprite will activate across NBA’s jewel and tentpole events, including the NBA Global Games. Through the partnership, “fans will see immersive experiences, custom content series on NBA platforms, and exclusive promotions that bring them closer to NBA fandom.”
Coca-Cola has introduced co-branded, limited-edition Sprite cans featuring select NBA teams in participating markets. Sprite integrated global marketing campaigns, digital-first storytelling, retail programs and in-market fan experiences “will connect the energy of basketball directly to ultimate refreshment.”
Sprite has partnerships with 17 NBA teams.
“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.”
“Basketball is central to the DNA of Sprite,” Manolo Arroyo, Coca-Cola Co. evp-global CMO, said via the company.
“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.”
According to Coca-Cola, Edwards represents a “new generation of global stars whose influence extends beyond the court, making him a natural partner for Sprite.”
“I love that Sprite has always been a brand that pushes you to do things your way,” Edwards said via Coca-Cola.
“Being a part of this legendary partnership between Sprite and the NBA is incredible. I’m excited to represent the brand and show the next generation the power of staying true to yourself.”
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