[](https://www.fdiforum.net/mag/wp-content/uploads/2024/05/AdobeStock_648444348.jpeg)
Stock.adobe.com/LuneVA/peopleimages.com
The National Basketball Association has signed a new multiyear global marketing agreement with The Coca-Cola Company, reinstating Sprite as its official soft drink partner worldwide.
The deal restores a long-standing commercial relationship that began in 1986. Sprite previously played a central role in the league’s brand partnerships for nearly three decades, including sponsorship of major events such as the NBA All-Star Slam Dunk Contest until 2016.
Under the new agreement, Sprite becomes the exclusive soft drink partner across the NBA’s global operations. Activation will extend across key league events, including international fixtures and flagship calendar moments, supported by digital content, retail programmes and in-market campaigns.
The partnership is positioned to scale across multiple regions, combining media exposure with on-the-ground activations. Planned initiatives include co-branded packaging tied to NBA teams in selected markets, alongside integrated marketing campaigns designed to connect fan engagement with retail distribution.
The Coca-Cola Company will also leverage existing athlete partnerships as part of the rollout. Minnesota Timberwolves guard Anthony Edwards is expected to feature in campaigns targeting younger audiences and expanding reach beyond core sports viewership.