The Coca-Cola Company is deepening its investment in basketball after its brand Sprite signed a sponsorship agreement with the EuroLeague, strengthening the company’s presence across the sport at both global and European levels.
The deal, which will take effect from the 2026–2027 season, marks Sprite’s first partnership with Europe’s premier basketball competition. While financial terms have not been disclosed, the agreement is part of Coca-Cola’s broader strategy to align with major basketball properties worldwide, following its recent renewed involvement with the NBA.
Sprite will also feature prominently at the EuroLeague Final Four in Athens in 2026, where the event’s main sponsor will be Etihad. The presence at marquee events underscores the brand’s intent to connect with fans at the highest level of the sport.
As part of the partnership, Sprite will activate a series of fan-focused experiences, including exclusive access to players—both current and former—behind-the-scenes content, and opportunities to interact with the EuroLeague trophy. The initiative is designed to enhance engagement and bring fans closer to the competition.
EuroLeague Chief Commercial Officer Gawain Davies highlighted the global significance of the partnership, noting that collaboration with a globally recognized brand reflects the league’s growing international appeal and ambition.
Meanwhile, Michael Willeke emphasized basketball’s cultural influence, pointing to its connection with music, fashion, and self-expression as key drivers behind the brand’s continued investment in the sport.
With Sprite now present in both the NBA and EuroLeague, Coca-Cola is positioning itself at the heart of global basketball—leveraging the sport’s expanding reach to strengthen its brand engagement across continents.