The NBA has made a notable change in one of its most visible commercial categories, announcing a new multiyear global partnership with The Coca-Cola Company that brings Sprite back as the league’s Official Global Soft Drink Partner.
The move ends PepsiCo’s run in that role and restores a brand that had long been closely tied to basketball culture and the league’s identity.
Sprite’s return is more than a simple sponsor swap. For many fans, it revives a familiar connection between the NBA and one of the sport’s most recognizable beverage brands. According to the official announcements, Sprite will serve as the exclusive soft drink partner of the NBA across a global footprint and will be integrated into some of the league’s biggest international events and marketing platforms.
The change also means Starry is out of the picture as the league’s official soft drink. Sprite is replacing PepsiCo’s Starry in the category, marking a clear shift back toward Coca-Cola after PepsiCo had held the NBA soft drink rights for years.
There is also a historical dimension to the announcement. Coca-Cola’s ties to the NBA date back to 1986, and Sprite previously held a prominent place in the league’s branding, including its well-known association with All-Star Weekend and the Slam Dunk Contest era that many fans still remember. This new agreement is, in many ways, a reunion between two brands that were once deeply linked.
Both the league and Coca-Cola framed the partnership as an effort to connect with fans through basketball, entertainment, and wider youth culture. That makes Sprite a natural fit, particularly given its long-running presence in basketball advertising and its familiarity with NBA audiences.
