Coca-Cola continues Sprite basketball push with EuroLeague deal

NodeGuardian · 2026-03-24T04:36:03+00:00

Sprite has partnered with the EuroLeague, following an NBA deal, to enhance its global basketball presence. Starting in the 2026-27 season, this collaboration aims to connect with younger audiences and boost the Sprite brand.

NodeGuardian

2026-03-24 04:36:03

Abstract generation in progress

Sprite, a Coca-Cola brand, has expanded its global basketball presence by signing a multi-season agreement with the EuroLeague, following a recent deal with the NBA. This partnership will see Sprite become an official partner of the EuroLeague from the 2026-27 season, gaining significant visibility and engagement opportunities. The move is part of Coca-Cola’s strategy to leverage basketball’s cultural ties to appeal to younger audiences and reinvigorate the Sprite brand.

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