Sprite has reemerged as the NBA’s official global soft drink sponsor after an 11-year hiatus, with a multiyear deal that replaces PepsiCo’s Starry.
From 1994 through 2015, Sprite — owned by the Coca-Cola Company — was the NBA’s ubiquitous official soda, with mantras such as “Obey Your Thirst,” commercials shot on chained basketball nets, streetball tournaments in Asia and an ad campaign that had late Basketball HOFer Kobe Bryant saying: “What’s my thirst? Proving ‘em wrong.” The brand also served as the title sponsor of the All-Star Game slam dunk contest for 13 years.
When the relationship ended, PepsiCo stepped in to make Mountain Dew the league’s official soft drink from 2015-22 and then Starry the official soda from 2023 until their deal just recently expired.
Under this new arrangement negotiated by both sides in-house and effective immediately, Sprite will have a presence at NBA tentpole events and custom content series on NBA platforms. NBA EVP/Global Marketing Partnerships & Media Kerry Tatlock called Sprite “a brand that celebrates individuality and self-expression, values that resonate deeply with basketball fans worldwide.” The brand will have activations overseas such as the NBA Global Games.
Sprite never completely disassociated itself from the NBA over the past 11 years, particularly striking a relationship with T’Wolves G Anthony Edwards in 2022. Edwards’ first spot was a “New Bottle, Same Sprite” campaign before he reprised the “Obey Your Thirst” slogan in a 2024 throwback ad with Grant Hill. Sprite also dubbed Edwards “Anta Claus” in recent holiday commercials. Sprite also still held individual contracts with 17 NBA teams. It will only add on to that now, with global and digital marketing campaigns and in-market activations.
PepsiCo, meanwhile, remains in business with the NBA, through other brands such as Gatorade and Ruffles.