The Soda Wars just got a new scoreboard, and Sprite is winning. For a decade, PepsiCo held the NBA sidelines. Now, in one decisive move, Sprite has flipped the scoreboard.
On March 17, 2026, the NBA and The Coca-Cola Company announced a new multiyear global marketing partnership, bringing Sprite back as the league’s Official Global Soft Drink Partner. The move lands like a full-court buzzer-beater against rival PepsiCo, reclaiming one of sports marketing’s most coveted sideline titles after roughly a decade away.
This is not a new romance. Coca-Cola first partnered with the NBA in 1986, and for nearly three decades, Sprite helped shape how basketball connects with fans across sport, music, fashion and self-expression, from the cultural impact of “Obey Your Thirst” in North America to streetball tournaments in Asia, player-led collaborations in Latin America, and culture-driven activations across Europe and Africa. Sprite also served as the title sponsor of the NBA Slam Dunk Contest from 2003 to 2016, an era many fans still romanticise.
It was Mountain Dew that first claimed the NBA soft drink sponsorship from Sprite in 2015, before PepsiCo handed the baton to its brand-new lemon-lime upstart Starry in 2023. Now Sprite has taken it all back.
“Basketball is central to the DNA of Sprite. Reuniting with the NBA is about co-creating what’s next, experimenting with new fan experiences, exploring emerging formats, and meeting the next generation where they are. Basketball is not just a game; it’s a global cultural engine.” , Manolo Arroyo, EVP and Global CMO, The Coca-Cola Company
Under the new agreement, Sprite will activate across the NBA’s biggest global stages, including league tentpole moments and international events like NBA Global Games, with immersive fan experiences, custom content series on NBA platforms, and exclusive promotions. The deal also extends to USA Basketball and NBA Take Two Media, making this far broader than a logo placement.
At the centre of Sprite’s new court presence is Anthony Edwards, the breakout Minnesota Timberwolves star and 2026 NBA All-Star Game MVP.
“I love that Sprite has always been a brand that pushes you to do things your way. Being a part of this legendary partnership between Sprite and the NBA is incredible. I’m excited to represent the brand and show the next generation the power of staying true to yourself.” , Anthony Edwards, Minnesota Timberwolves Guard
The timing is no accident. The NBA and Sprite reuniting comes at a time of massive change for sports media, viewership is drifting to streaming, with the NBA holding a media rights deal with Amazon Prime Video running into the 2030s, while athlete personalities are building stronger personal brands beyond the court. Sprite has been aggressively courting Gen Z since reviving its legendary “Obey Your Thirst” campaign in 2024, positioning itself squarely in basketball’s cultural heartbeat.
For Starry, this is a significant blow. Since its launch in January 2023, Starry had been the official soft drink of the NBA, WNBA, and NBA G League, with the brand’s NBA All-Star sponsorship anchored to the Three-Point Contest, a key platform for its Gen Z-targeted launch campaign. Analysts have identified Starry as a laggard in PepsiCo’s beverages portfolio, as the CPG giant faces intensifying pressure to cull underperforming brands. Losing the NBA deal is both a commercial and reputational setback for a brand that had staked much of its identity on basketball.
Notably, PepsiCo’s wider footprint in the league is not entirely erased. The company has been an official food and beverage partner of professional basketball since 2015, with brands including Gatorade, Aquafina, Doritos, and Ruffles still active in the partnership. The cola battlefield is messy, alliances shift, but the war never ends.
Kerry Tatlock, EVP of Global Marketing Partnerships and Media at the NBA, framed Sprite’s return as a homecoming:
“Sprite has always been a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide. We’re thrilled to welcome Sprite back to the NBA family.”
The announcement followed closely on the heels of Sprite’s limited-edition NBA can rollout, which launched in February 2026, widely seen as the first signal that the brand was preparing a formal return to basketball.
Ten years after walking off the court, Sprite has laced back up. PepsiCo’s Starry barely had time to warm the bench.
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