In a post shared by Media OutReach, the National Basketball Association (NBA) and The Coca-Cola Company announced the return of Sprite as the league’s Official Global Soft Drink Partner. This “reunion” brings back one of the most iconic brand collaborations in sports history, which famously defined the “Obey Your Thirst” era of the 90s and 2000s.
A key face of this new era is 2026 NBA All-Star Game MVP Anthony Edwards, who has been tapped as a lead ambassador for the brand. Edwards, known for his “Ant-Man” persona and high-flying dunks, represents the intersection of elite athleticism and the “cool” factor that Sprite seeks to capture.
The partnership will include global activations, including NBA Global Games in Europe, Asia, and Africa. This move is a strategic play to solidify the NBA’s cultural footprint outside of the US, particularly in African markets where basketball and Afrobeats culture are increasingly merging.
This deal is a major business win for both parties, signaling a return to “culture-first” marketing. Watch for massive Sprite-sponsored streetball tournaments and limited-edition apparel drops that leverage Anthony Edwards’ growing global superstar status.
According to YourValley.net, the NBA’s Kerry Tatlock stated:
“We’re thrilled to welcome Sprite back to the NBA family.”
Anthony Edwards told Marketech APAC:
“I love that Sprite has always been a brand that pushes you to do things your way.”
Source: NBA — https://www.nba.com/news/sprite-returns-official-global-soft-drink-nba March 18, 2026
Photo Credit: NBA
