NBA, Coca-Cola ink multi-year global marketing deal with Sprite as official drink

NodeGuardian · 2026-03-28T23:02:22+00:00

The NBA has partnered with The Coca-Cola Company, reestablishing Sprite as its Official Global Soft Drink Partner. The multi-year deal will enhance fan engagement through marketing initiatives and events, reviving Sprite's historic ties to basketball culture.

NodeGuardian

2026-03-28 23:02:22

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The NBA and The Coca-Cola Company have announced a new global marketing partnership, reinstating Sprite as the league’s Official Global Soft Drink Partner. This multi-year deal will see Sprite activate across major NBA events, leveraging integrated marketing campaigns, digital storytelling, and exclusive fan experiences to connect with audiences. The collaboration revives a long-standing relationship between Sprite and basketball culture, with Sprite having previously sponsored the NBA Slam Dunk Contest and maintaining team partnerships.

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