Sprite Returns as Official NBA Partner with Global Campaign Through 2027

Sprite has announced its return as the official soft drink partner of the NBA after a decade-long absence, according to Marketing Dive. The brand launched a global campaign under the slogan "Never Stop Refreshing the Game".

The campaign features NBA stars Nikola Jokić and Anthony Edwards and will run through 2027 across North America, Europe, Latin America, Asia-Pacific, Africa, Eurasia, the Middle East, and India. This reach indicates that the brand is targeting a global audience rather than a single market.

Oana Vlad, Vice President of Global Brand at Sprite, said that Coca-Cola's World Cup campaign model serves as its guiding "North Star." This means the company aims to turn sports sponsorship into a long-term platform rather than a seasonal ad.

The return comes at a time when brands are competing to sponsor major global sporting events. Sponsorship gives the company a presence in new markets and links its product to collective viewing moments that build an emotional connection with the brand.

What Do These Terms Mean?

Sponsorship: An agreement under which a company pays a fee to associate its name with an event, team, or league, aiming to reach its audience.

Brand Platform: The consistent framework and message around which all brand campaigns are built over a period of time.

North Star: A management term referring to the key goal or reference model that guides a company's major decisions.