The National Basketball Association and The Coca-Cola Company (NYSE: KO) announced a multiyear global marketing partnership that designates Sprite as the league's official global soft drink partner.

The agreement marks the return of a collaboration that first began in 1986, when Coca-Cola initially partnered with the NBA. Sprite previously served as the title sponsor of the NBA Slam Dunk Contest from 2003 to 2016.

Under the new partnership, Sprite will activate across NBA's global events, including league tentpole moments and international events like NBA Global Games. The collaboration will feature immersive experiences, custom content series on NBA platforms, and exclusive promotions.

"Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide," said Kerry Tatlock, executive vice president of global marketing partnerships and media at the NBA.

Manolo Arroyo, executive vice president and global chief marketing officer at The Coca-Cola Company, said basketball is central to Sprite's brand identity. The partnership will focus on creating new fan experiences and exploring emerging formats.

The deal builds on Sprite's existing relationship with Minnesota Timberwolves guard Anthony Edwards, who was named the 2026 NBA All-Star Game MVP. Edwards will represent the brand as part of the partnership.

Sprite currently maintains team partnerships with 17 NBA teams and recently introduced co-branded, limited-edition cans featuring select NBA teams in participating markets. The partnership will include integrated global marketing campaigns, digital storytelling, retail programs and in-market fan experiences.