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…
The NBA announced on March 17, 2026, a partnership with the Coca-Cola Company, bringing Sprite back as the league’s official global soft drink. The deal revives a relationship that began in 1986 and lasted nearly three decades, once recognized as one of the NBA’s most iconic collaborations. Sprite previously served as the title sponsor of…
Sprite is deepening its NBA ties through a targeted local activation with the San Antonio Spurs, shifting focus from global marketing to hyper-local fan experiences at the Frost Bank Center. The centerpiece of the campaign is the launch of limited-edition Sprite and Sprite Zero Sugar cans featuring exclusive Spurs branding. Distributed across key Texas cities,…
