On March 17, 2026, Coca-Cola announced that Sprite will once again serve as the 'Official Global Soft Drink Partner' of the NBA through a new multiyear global agreement. This partnership signifies a revival of a longstanding collaboration that dates back to the mid-80s, shifting the NBA's affiliation from PepsiCo's Starry brand, which had previously held the rights. The deal is not just a return to a familiar brand; it reflects the deep-rooted relationship Sprite has had with NBA culture over nearly 30 years, from notable marketing campaigns to recognizing basketball's profound influence on youth culture. The partnership aligns with the NBA's ongoing efforts to connect with the younger demographic. NBA executives pointed out that basketball embodies values of individuality, self-expression, and culture that resonate with fans worldwide. As part of the agreement, Sprite will integrate its branding across major global NBA events and games. This integration aims to enhance the experience for fans by exploring new fan experiences and engaging audiences where they are most active. Furthermore, just prior to announcing this new partnership, Coca-Cola launched limited-edition NBA-branded Sprite cans in February 2026, signaling Sprite's return to basketball. These collectible cans feature designs from 17 NBA teams and special editions highlighting eight players from the Unrivaled women’s basketball league. This promotional campaign is characterized by its interactivity, allowing fans to unlock exclusive rewards by engaging through Sprite's digital platforms. As Coca-Cola reclaims this prominent sponsorship position, it underscores not only basketball’s significant alignment with Sprite’s brand identity but also exemplifies the broader strategy of using high-profile partnerships to enhance brand visibility and connect with consumers through sports. The renewed association is viewed as a strategic move aimed at championing the core values that basketball and Sprite represent together, as Coca-Cola looks to innovate and adapt to emerging trends in sports marketing.