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Sprite Reclaims NBA Court, Dethrones Starry
18 Mar
Summary
- Sprite is the new official soft drink of the NBA, replacing Starry.
- Coca-Cola's Sprite previously held NBA sponsorship rights from 1986 to 2015.
- The new multiyear partnership begins immediately, fully launching in 2026-27.
Sprite has once again secured its position as the official soft drink of the National Basketball Association (NBA), effectively replacing PepsiCo's Starry. This development signals a major return for Coca-Cola's flagship lemon-lime soda, which previously held a long-standing partnership with the league from 1986 through 2015.
The new multiyear agreement is effective immediately. While some activations will occur during the current season, the partnership will be fully implemented starting with the 2026-27 NBA season. This strategic move by Coca-Cola aims to leverage the growing global appeal and cultural significance of basketball.
During its absence from league-wide sponsorship, Sprite maintained its connection to basketball through various marketing efforts, including its "Obey Your Thirst" campaign and corporate partnerships with 17 NBA teams. The brand also sponsored the women's 3-on-3 basketball league, Unrivaled. This renewed partnership is expected to amplify Sprite's global reach, capitalizing on the NBA's expanding international viewership and fandom.
While Sprite takes the lead beverage sponsorship, PepsiCo will continue its relationship with the NBA through other brands. Ruffles remains the official chip, and Gatorade serves as the official sports drink and longest-tenured sponsor of the league. This strategic realignment highlights the ongoing competition and brand presence within major sports sponsorships.
