The NBA, North America’s premier basketball league, has announced an exciting new global partnership with Coca-Cola, making Sprite its official soft drink once again. This collaboration not only revives Coca-Cola’s long-standing connection with the league but also promises a fresh wave of interactive experiences for fans.
The multi-year agreement takes effect immediately, with Sprite set to replace Starry, the citrus beverage from PepsiCo. This transition will see Sprite making appearances at various NBA events this season, with the full implementation of the partnership scheduled for the 2026-27 season.
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Beginning next season, Sprite will be featured at all NBA games, as well as international events like the NBA Global Games. The brand plans to deliver immersive experiences, custom content series on NBA platforms, and exclusive promotions for fans.
Kerry Tatlock, Executive Vice President of Global Marketing Partnerships and Media at the NBA, stated, “Sprite has always celebrated individuality and self-expression, values that resonate deeply with basketball fans worldwide.”
“We’re excited to welcome Sprite back to the NBA family and look forward to collaborating on new ways for fans to engage with the game.”
This partnership signifies Coca-Cola’s return to the NBA, as the company held marketing rights from 1986 to 2015.
During its previous tenure, Sprite prominently featured as the title sponsor of the Slam Dunk Contest at the NBA All-Star event from 2003 to 2016. Currently, AT&T holds title rights to this contest.
The brand enhanced its visibility with the iconic ‘Obey Your Thirst’ commercials featuring NBA legends, including the late Kobe Bryant. Coca-Cola is set to revive this campaign in 2024, marking its 30th anniversary.
Even after ending its league-level partnership, Sprite maintained its presence in basketball by collaborating with 17 NBA teams. Last year, it also became a sponsor of the women’s three-on-three basketball league, Unrivaled.
As Coca-Cola reconnects with the NBA, Manuel Arroyo, Coca-Cola’s Executive Vice President and Global Chief Marketing Officer, remarked, “Basketball is central to the DNA of Sprite. This reunion with the NBA is about co-creating the future—experimenting with new fan experiences and reaching the next generation where they are.”
“Basketball is not just a game; it’s a global cultural engine, and Sprite, in partnership with the NBA, will help fuel the moments that drive it.”
Following Coca-Cola’s departure from the NBA, PepsiCo entered, making Mountain Dew the official soft drink from 2015 to 2022. Starry took over the sponsorship from 2023 onwards.
Nonetheless, PepsiCo will continue to maintain a strong presence within the league through brands like Ruffles, the official chip, and Gatorade, which remains the official sports drink and the longest-running sponsor.
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Key Takeaways
- The NBA has partnered with Coca-Cola, bringing Sprite back as the official soft drink.
- This partnership will be fully realized in the 2026-27 season, with Sprite featured at NBA events starting now.
- Coca-Cola’s return follows a past partnership that lasted from 1986 to 2015.
- Sprite will offer immersive fan experiences and exclusive promotions across NBA platforms.
- The brand has maintained its association with basketball even after the termination of its league-level relationship.
FAQ
What brand is now the official soft drink of the NBA?
Sprite, from Coca-Cola, has been named the official soft drink of the NBA.
When does the full partnership take effect?
The complete implementation of the partnership begins in the 2026-27 season.
What experiences can fans expect from this partnership?
Fans can look forward to immersive experiences, custom content, and exclusive promotions related to the NBA.
What was Coca-Cola’s history with the NBA?
Coca-Cola had marketing rights from 1986 to 2015 and formerly sponsored events like the Slam Dunk Contest.
Will PepsiCo still be involved with the NBA?
Yes, PepsiCo will maintain its presence through brands like Gatorade and Ruffles.
