The National Basketball Association (NBA) has announced a new multi-year global partnership with The Coca-Cola Company, marking the return of Sprite as the league’s official global soft drink after more than a decade.
The agreement sees Sprite replace PepsiCo’s Starry in the category, re-establishing a historic relationship between Coca-Cola and the NBA and reinforcing the growing intersection of sport, culture, and brand storytelling.
A Partnership Reignited
Sprite’s return to the NBA revives a collaboration that previously ran from 1994 to 2015, during which the brand became deeply embedded in basketball culture. One of the most iconic elements of that partnership was Sprite’s title sponsorship of the NBA Slam Dunk Contest, which it held for 13 years.
Although the brand stepped away from league-wide sponsorship in 2015, it has remained active in the sport through team-level partnerships with 17 NBA franchises and endorsement deals with players such as Anthony Edwards.
The new agreement signals a strategic shift back to a global platform, allowing Sprite to activate across the NBA’s full ecosystem.
Replacing PepsiCo in the Soft Drink Category
Following Sprite’s departure in 2015, PepsiCo secured the NBA’s soft drink rights, with Mountain Dew and later Starry (formerly Sierra Mist) serving as the league’s official beverage over an 11-year period.
While PepsiCo is relinquishing the soft drink category, it will remain a key NBA partner through other brands, including Gatorade and Ruffles, maintaining a strong presence within the league’s commercial portfolio.
Global Activation and Fan Engagement
Under the new partnership, Sprite will activate across NBA tentpole events, including All-Star Weekend, and international initiatives such as the NBA Global Games.
The collaboration will focus heavily on fan engagement and cultural integration, with plans for:
- Immersive on-site fan experiences
- Custom content series across NBA digital platforms
- Exclusive promotions targeting global audiences
This approach reflects the NBA’s broader strategy of positioning itself as a global entertainment and cultural platform, rather than solely a sports league.
A Cultural Alignment
Both the NBA and Sprite have emphasised the cultural alignment between the brand and the sport.
“Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide,” said Kerry Tatlock, Executive Vice President of Global Marketing Partnerships and Media at the NBA.
From Coca-Cola’s perspective, the partnership is about innovation and reaching new audiences.
“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,” said Manolo Arroyo, Global Chief Marketing Officer at The Coca-Cola Company.
A Strategic Move in a Competitive Sponsorship Landscape
The deal highlights the ongoing competition between major beverage companies for premium sports rights. By reclaiming the NBA’s global soft drink category, Coca-Cola strengthens its presence in one of the world’s most influential sports properties.
For the NBA, the return of Sprite represents both a commercial win and a nostalgic reconnection, leveraging a partnership that already carries strong brand equity with fans.
As the league continues to expand internationally and deepen its cultural relevance, the renewed collaboration with Coca-Cola positions both parties to tap into the next generation of basketball fans worldwide.
Sources: Sportspro
