{"id":1048797,"date":"2026-09-07T12:27:14","date_gmt":"2026-09-07T12:27:14","guid":{"rendered":"https:\/\/www.europesays.com\/us\/1048797\/"},"modified":"2026-09-07T12:27:14","modified_gmt":"2026-09-07T12:27:14","slug":"nba-and-the-coca-cola-company-enter-global-partnership","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/us\/1048797\/","title":{"rendered":"NBA and The Coca-Cola Company\u00a0Enter\u00a0Global Partnership\u00a0"},"content":{"rendered":"

NBA and The Coca-Cola Company announce a multi-year\u00a0marketing partnership, which sees Sprite\u00ae return as the league\u2019s official global soft drink partner.<\/strong><\/p>\n

SPRITE AND NBA REUNITE<\/strong>\u00a0<\/p>\n

The Coca-Cola Company<\/a>\u00a0(Coca-Cola) has announced a new global partnership with the National Basketball Association (NBA), marking the return of one of basketball\u2019s most iconic brand collaborations and reuniting two organizations with a long-standing connection to the sport.\u00a0<\/p>\n

Under the agreement, Sprite\u00ae\u00a0will serve as the exclusive soft drink partner of the NBA across a global footprint, reinforcing the brand\u2019s historic association with basketball culture and fan engagement.\u00a0<\/p>\n

Coca-Cola\u00a0first partnered with the NBA in 1986, and for\u00a0nearly three\u00a0decades Sprite\u00ae\u00a0played a key role in connecting basketball with wider culture across sport, music, fashion, and self-expression.\u00a0\u00a0<\/p>\n

From the cultural impact of the\u00a0\u2018Obey Your Thirst\u2019\u00a0campaign in North America, to streetball tournaments in Asia, player collaborations in Latin America, and fan activations across Europe and Africa, Sprite\u00ae\u00a0has\u00a0maintained\u00a0a presence in basketball culture across multiple generations and regions.\u00a0\u00a0<\/p>\n

Sprite\u00ae\u00a0also served as the title sponsor of the\u00a0NBA\u2019s\u00a0Slam Dunk Contest\u00a0between 2003 and 2016.\u00a0<\/p>\n

Together, Sprite\u00ae and the\u00a0NBA helped shape how brands engage authentically with the culture surrounding the game,\u00a0establishing\u00a0a partnership that extended beyond traditional sponsorship into fan experiences and cultural initiatives.\u00a0<\/p>\n

\u201cSprite\u00ae\u00a0has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide,\u201d said\u00a0Kerry Tatlock<\/a>, EVP\u00a0of\u00a0Global Marketing Partnerships and Media\u00a0for the\u00a0NBA.\u00a0\u00a0<\/p>\n

\u201cWe\u2019re thrilled to welcome Sprite\u00ae\u00a0back to the NBA family and look forward to collaborating together on new ways for fans to experience the game.\u201d\u00a0<\/p>\n

BUILDING FAN ENGAGEMENT<\/strong>\u00a0<\/p>\n

The renewed partnership will focus on developing new fan experiences, digital content, and global activations designed to engage the next generation of basketball fans across multiple platforms and markets.\u00a0<\/p>\n

\u201cBasketball is central to the DNA of Sprite\u00ae,\u201d said\u00a0Manolo Arroyo<\/a>, EVP and Global Chief Marketing Officer\u00a0for\u00a0Coca-Cola.\u00a0\u00a0<\/p>\n

\u201cReuniting with the NBA is about co-creating\u00a0what\u2019s\u00a0next \u2013 experimenting with new fan experiences, exploring\u00a0emerging\u00a0formats,\u00a0and meeting the next generation where they are. Basketball is not just a game;\u00a0it\u2019s\u00a0a global cultural engine, and Sprite\u00ae, together with the NBA, will help to fuel the moments and memories that drive it.\u201d\u00a0<\/p>\n

As part of the partnership, Sprite\u00ae\u00a0will continue working with athletes who\u00a0represent\u00a0individuality and self-expression, including its existing relationship with 2026 NBA All-Star Game MVP Anthony Edwards, whose influence extends beyond the court and reflects a new generation of global basketball stars.\u00a0<\/p>\n

\u201cI love that Sprite\u00ae\u00a0has always been a brand that pushes you to do things your way,\u201d said Anthony Edwards, Minnesota Timberwolves Guard.\u00a0\u00a0<\/p>\n

\u201cBeing a part of this legendary partnership between Sprite\u00ae\u00a0and the NBA is incredible.\u00a0I\u2019m\u00a0excited to\u00a0represent\u00a0the brand and show the next generation the power of staying true to yourself.\u201d\u00a0<\/p>\n

GLOBAL ACTIVATIONS<\/strong>\u00a0<\/p>\n

Under the new agreement, Sprite\u00ae\u00a0will activate across the NBA\u2019s major global events and platforms, including key league moments and international events such as NBA Global Games.\u00a0\u00a0<\/p>\n

The partnership will include immersive fan experiences, custom content series across NBA platforms, and promotional campaigns designed to bring fans closer to the game.\u00a0<\/p>\n

The collaboration also builds on recent initiatives, including the introduction of co-branded,\u00a0limited-edition Sprite\u00ae\u00a0cans featuring select NBA teams in participating markets. Through integrated global marketing campaigns, digital-first storytelling, retail programs, and in-market fan experiences, the partnership aims to connect basketball culture with\u00a0the\u00a0global brand presence\u00a0of Sprite\u00ae.\u00a0<\/p>\n

The agreement also builds on\u00a0Sprite\u00ae\u2019s\u00a0existing relationships across the NBA ecosystem, including partnerships with 17 teams, further strengthening the brand\u2019s presence across professional basketball worldwide.<\/p>\n","protected":false},"excerpt":{"rendered":"NBA and The Coca-Cola Company announce a multi-year\u00a0marketing partnership, which sees Sprite\u00ae return as the league\u2019s official global…\n","protected":false},"author":3,"featured_media":1048798,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[40],"tags":[49271,106807,1260,62,67,132,68],"class_list":["post-1048797","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nba","tag-coca-cola","tag-insights","tag-nba","tag-sports","tag-united-states","tag-unitedstates","tag-us"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@us\/117229757785380602","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/1048797","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=1048797"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/1048797\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/1048798"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=1048797"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=1048797"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=1048797"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}