Sprite Announce Global Partnership with EuroLeague Basketball

Euroleague Basketball and The Coca-Cola Company have announced a landmark global partnership, naming Sprite as an Official Partner of the EuroLeague.

The agreement officially commences with the 2026-27 season, though the brand will make its high-profile debut during the upcoming 2026 EuroLeague Final Four in Athens this May. This partnership marks Sprite’s first foray into Europe’s premier basketball competition, aligning one of the world’s most recognisable beverage brands with the continent’s rapidly growing basketball landscape.

Commenting on the partnership, VP of marketing – Sparkling Flavors Europe at The Coca-Cola Company, Michael Willeke, said: “Sprite has always stood for fresh perspectives, and we see basketball as a space where culture isn’t just consumed, it’s cocreated.”

“Through our partnership with Euroleague Basketball, we will celebrate the voices, creators and communities that unlock fresh energy,” Willeke said.

Noting that the deal aligns with the league’s broader strategy to partner with top-tier global brands, Euroleague Basketball chief commercial officer, Gawain Davies, added: “Partnering with one of the world’s most iconic brands reinforces the global appeal of the EuroLeague and reflects our commitment to collaborating with partners that share our ambition to continue growing the competition.”

Key Commercial and Fan Engagement Initiatives

The partnership focuses on delivering “premium, access-driven” experiences designed to bring fans closer to the hardwood. Planned activations include:

• Behind-the-Scenes Access: Opportunities for fans to engage with current and former players and enter restricted team environments.
• Trophy Tours: Public engagements featuring the prestigious EuroLeague trophy across key European markets.
• Digital Integration: Leveraging EuroLeague’s expansive digital ecosystem for high-impact visibility and fan engagement.
• In-Venue Presence: Comprehensive on-court branding and in-arena advertising across all EuroLeague territories.

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