Sprite Returns as NBA’s Official Global Soft Drink Partner in Landmark Reunion

The National Basketball Association (NBA) and The Coca-Cola Company have officially announced a multi-year global marketing partnership, marking the high-profile return of Sprite as the league’s Official Global Soft Drink Partner.

The agreement reunites two of the most culturally significant brands in sports, following a decade-long hiatus where the league partnered with PepsiCo.

The collaboration is “homecoming” for Sprite, which served as a cornerstone NBA partner from 1986 to 2015. During that nearly 30-year tenure, Sprite became synonymous with basketball culture, most notably as the title sponsor of the NBA Slam Dunk Contest (2003–2016) and through the iconic “Obey Your Thirst” campaign.

Commenting on the partnersip, EVP and Global CMO of The Coca-Cola Company, Manolo Arroyo, said: “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.”

Anthony Edwards at the Forefront of the New Era

In addition to the NBA partership, Sprite is deepening its relationship with Minnesota Timberwolves star and 2026 NBA All-Star Game MVP Anthony Edwards. Edwards, whose “Ant-Man” persona has made him a focal point of the league’s global marketing, represents the “bold originality” that Sprite aims to champion among Gen Z and Alpha demographics.

Commenting on the partnership with Sprite, Minesotta guard, Anthony Edwards, said: “I love that Sprite has always been a brand that pushes you to do things your way.”

“Being a part of this legendary partnership between Sprite and the NBA is incrediblem,” said Edwards. 

Global Activation and Digital Storytelling

The partnership footprint extends far beyond North America, with planned activations for NBA Global Games and league tentpole moments across Europe, Africa, Latin America, and Asia. Key commercial pillars of the deal include:

• Limited-Edition Packaging: The rollout of co-branded Sprite cans featuring 17 individual NBA team identities in participating regional markets.
• Immersive Content: A series of digital-first storytelling initiatives and custom content series hosted on NBA social and broadcast platforms.
• Retail Integration: Scaled retail programs designed to connect the “energy of basketball” to point-of-sale refreshment.

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