NBA and The Coca-Cola Company Announce Multiyear Global Partnership

 

NEW YORK, US, Radarseluma.disway.id - Media OutReach Newswire  - The National Basketball Association (NBA) and The Coca-Cola Company today announced a new global marketing partnership, bringing Sprite® back as the league's Official Global Soft Drink Partner.

 

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The agreement marks the return of one of the NBA's most iconic brand collaborations, reuniting two names that have shared a deep connection to basketball culture for decades. Sprite, the world's leading lemon-lime soft drink, will serve as the exclusive soft drink partner of the NBA across a global footprint.

 

The Coca-Cola Company first partnered with the NBA in 1986, and for nearly three decades, Sprite helped shape how basketball connects with fans across sport, music, fashion and self-expression. From the cultural impact of "Obey Your Thirst" in North America, to streetball tournaments in Asia, player-led collaborations in Latin America, and culture-driven activations across Europe and Africa, Sprite's heritage within basketball culture spans generations and continents. Sprite also served as the title sponsor of the Slam Dunk Contest at NBA All-Star from 2003-2016. Together, Sprite and the NBA helped define how brands show up authentically in the culture surrounding the game.

 

"Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide," said Kerry Tatlock, EVP Global Marketing Partnerships and Media, NBA. "We're thrilled to welcome Sprite back to the NBA family and look forward to collaborating together on new ways for fans to experience the game."

 

"Basketball is central to the DNA of Sprite," said Manolo Arroyo, EVP and Global Chief Marketing Officer, The Coca-Cola Company. "Reuniting with the NBA is about co-creating what's next – experimenting with new fan experiences, exploring emerging formats and meeting the next generation where they are. Basketball is not just a game; it's a global cultural engine, and Sprite, together with the NBA, will help to fuel the moments and memories that drive it."

 

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