Following an eleven-year absence, Sprite has restored its multi-season global partnership with the National Basketball Association (NBA) in a deal finalized in March, replacing PepsiCo’s Mountain Dew and Starry brands. The collaboration, which launched ahead of the 2026/27 season under the banner Never Stop Refreshing The Game,
marks a high-profile reunion for the Coca-Cola Company across 25 international markets, as sportspro.com reported.
Fantasy & Market Impact
- Global Activations: The partnership extends beyond North America, featuring official Euroleague Basketball branding across Europe.
From 90s Counterculture to a Global Strategy
Sprite was the official soft drink of the NBA from 1994 to 2015, maintaining a presence that began back in 1986. That initial era was defined by Gen X irony, irreverence, and the iconic Obey Your Thirst
campaign. While the brand never completely left the court—retaining deals with 17 individual NBA teams up through last season—returning to a league-wide category partnership changes the commercial scope. Mickael Vinet, vice president of global sports, music, entertainment partnerships and marketing for Coca-Cola, noted that the revival was one of the first partnership opportunities
that arose after he assumed his current role in 2025, following 26 years within the company.
The 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.The agreement marks the return of one of the NBA’s most iconic brand collaborations, reuniting two names that have… pic.twitter.com/vDhZsfMAXJ
Vinet visualizes the brand hierarchy simply, stating that on Brand Coke, we are very connected with the Olympic movement, with football. And I think Sprite and basketball should be what Coke is around football.
To drive that vision, the brand has tapped distinct player personalities. Minnesota Timberwolves guard Anthony Edwards fronted the 2024 return of the Obey Your Thirst
tagline in a commercial featuring a winking nod to a mid-90s spot starring Grant Hill with voiceover commentary.
| Ambassador | Team | Campaign Launch | Creative Concept |
|---|---|---|---|
| Anthony Edwards | Minnesota Timberwolves | 2024 | Nostalgic remake of Grant Hill’s 90s commercial |
| Nikola Jokić | Denver Nuggets | October 2026 | Standup comedy club routine with flat delivery |
Expanding Into International Markets and Euroleague Basketball
The modern NBA requires a vastly different geographic footprint than it did during Sprite’s first sponsorship era. Opening week rosters for the 2026/27 season featured 125 overseas players, highlighting the sport’s globalization. To match this shift, Sprite’s strategy moves far beyond North American arenas. Following the NBA deal, Sprite secured a global partnership with Euroleague Basketball, debuting at the Final Four in Athens and carrying branding through the current season.
International games scheduled in Mexico City, Paris, and Manchester provide live operational testbeds outside the US. Meanwhile, regional adaptations will see the Hoops of Refreshment
initiative restore neighborhood courts in South Asia, pairing localized murals with community events.
Disclaimer: The fantasy and market insights provided are for informational and entertainment purposes only and do not constitute financial or betting advice.
