Coca-Cola's Sprite Replaces PepsiCo's Starry in NBA Deal

Edgen Stock·Mar 17 2026, 13:54

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Key Takeaways

The Coca-Cola Company and the National Basketball Association (NBA) announced a new multiyear global partnership, re-establishing Sprite as the league's official soft drink. This move displaces PepsiCo's Starry brand and renews a historic marketing relationship that previously ran for over two decades.

Sprite has replaced PepsiCo's Starry as the NBA's Official Global Soft Drink Partner in a new multiyear agreement, effective immediately.
The deal marks a significant return for Sprite, which held the coveted sponsorship for 21 years from 1994 to 2015.
The partnership is a strategic move to engage younger, digital-first audiences and represents a setback for PepsiCo's three-year-old Starry brand, which analysts have identified as a laggard.

Sprite Reclaims NBA Sponsorship After 11-Year Hiatus

On March 17, 2026, The Coca-Cola Company secured a multiyear global marketing partnership with the National Basketball Association, making Sprite the league's Official Global Soft Drink Partner once again. The agreement revives one of the most recognizable sports marketing alliances, which originally ran from 1994 to 2015. The new deal grants Sprite a prominent presence at major league events, including the NBA Global Games, and includes the creation of custom content series across the NBA's digital platforms. The partnership is effective immediately, bringing the iconic lemon-lime soda back into the league's official fold after an 11-year absence.

Deal Displaces PepsiCo’s 3-Year-Old Starry Brand

This strategic move by Coca-Cola directly displaces PepsiCo’s Starry, which had served as the NBA's official soda since its launch in 2023. The sponsorship change marks a significant blow for the relatively new brand, which analysts have cited as an underperforming part of PepsiCo's beverage portfolio. PepsiCo had held the league's soft drink rights since 2015, first with Mountain Dew until 2022 and then with Starry. While PepsiCo loses the high-profile soft drink category, it remains an NBA partner through other key brands, including Gatorade and Ruffles.

Coca-Cola Targets Gen Z With Renewed Basketball Strategy

Reuniting with the NBA is a strategic pivot for Coca-Cola, designed to engage a new generation of fans in a rapidly evolving media landscape. With viewership shifting to streaming platforms and athletes building personal brands on social media, the partnership aims to connect with digital-native Gen Z consumers. Sprite has already maintained a strong presence in basketball culture, holding individual contracts with 17 NBA teams and featuring Minnesota Timberwolves star Anthony Edwards in its recent revival of the classic "Obey Your Thirst" campaign. This foundation will be central to the new global strategy.

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.

— Manolo Arroyo, Global Chief Marketing Officer of The Coca-Cola Company.