Sprite Returns as Official Global Soft Drink Partner of the NBA

The NBA and Coca-Cola are teaming up again to bring basketball fans together worldwide. Under their new multi-year deal, Sprite will return as the official global soft drink partner of the NBA, also becoming the league's exclusive soft drink partner globally.

The partnership will include fan experiences, digital content, and special activities to connect Sprite with young and new basketball fans. Kerry Tatlock, EVP of Global Marketing Partnerships and Media for the NBA, believes that Sprite fits well with basketball culture because its identity matches the values of fans.

'Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide,' said Kerry Tatlock.

The partnership marks the return of Sprite to the NBA after their initial collaboration in 1986. Over the years, Sprite became a well-known part of basketball culture through campaigns, tournaments, player collaborations, and fan activities, including its popular 'Obey Your Thirst' campaign in North America.