The NBA family has struck a new deal with PepsiCo, developing their ongoing partnership by naming drinks brand, STARRY, as the official soft drink of the NBA, WNBA and NBA G League.

Along with the three leagues, PepsiCo’s newly unveiled lemon-lime soda will also be the title sponsor of the NBA All-Star 3-Point Contest.

The beverage brand will debut an all-new commercial during the NBA All-Star 2023, featuring surprise player appearances and notable talent to entice fans.

The partnership aims to grow the league by connecting with a younger generation of fans, with STARRY’s promotional activations emphasising different themes to a Gen-Z audience.

Commenting on the partnership, NBA head of marketing partnerships, Tara Mulcahy, said: “We are thrilled to welcome STARRY to the NBA, WNBA, and NBA G League as the leagues’ new official soft drink.”

“The NBA family and PepsiCo have a tremendous track record of finding new and meaningful ways to engage our fans and bringing the success we’ve built with PepsiCo’s portfolio of brands to STARRY through NBA All-Star is a fitting way to introduce the product to the public,” she said.

STARRY senior director of brand marketing, Michael Smith, celebrated the partnership, adding: “STARRY will bring a fresh perspective to the NBA, WNBA and NBA G League and help elevate the game’s most exciting moments.”

Additionally, STARRY is set to present the 2023 WNBA 3-Point Contest, alongside the league’s fan festival, WNBA Live.

The brand will debut as an official league sponsor on February 18 in Salt Lake City on TNT.

This announcement comes after the NBA partnered with Meta to revolutionise fan experience.