In a press release shared by Business Wire, the NBA and The Coca-Cola Company have announced a multiyear global partnership that brings Sprite back as the league’s Official Global Soft Drink. This deal marks the return of one of the most culturally significant pairings in sports history, aiming to reconnect the brand with basketball’s influence on music, fashion, and lifestyle.
The partnership will see Sprite activating across major NBA events, including the All-Star Game and the NBA Global Games. A significant part of the strategy involves 2026 NBA All-Star MVP Anthony Edwards, who will lead the brand’s new campaigns, bridging the gap between elite performance and “street” culture.
Executives from both organizations highlighted that the deal isn’t just about beverage sales but about “authentic storytelling” within the basketball community. Fans can expect limited-edition merchandise and digital activations that leverage the “Obey Your Thirst” legacy for a new generation of Gen Z fans.
As reported by The Coca-Cola Company’s investor portal, the agreement “reunites two names that have shared a deep connection to basketball culture.” Anthony Edwards himself noted in an official statement: “I love that Sprite has always been a brand that pushes you to do things your way.”
Echotitbits take: This is a massive win for NBA “culture” enthusiasts. Sprite and the NBA are synonymous with the 90s and 2000s golden era of basketball marketing. By tapping into Anthony Edwards—the league’s current “it” factor—they are perfectly positioned to recapture that lightning in a bottle.
Source: Finance.Yahoo — http://finance.yahoo.com/news/nba-coca-cola-company-announce-133000324.html March 17, 2026
Photo Credit: Finance.Yahoo
