• February 15, 2011

Coca-Cola's Sprite brand, Official Soft Drink of the National Basketball Association since 1994, has been one of the brands the Atlanta company has promoted through its 15-year relationship with the NBA.

Now Coca-Cola has tacked on a multi-year extension to the global marketing partnership. The new deal keeps Sprite as lead brand associated with the league worldwide. The drink has been the Official Soft Drink of the NBA in the U.S. since 1994.

The company says that In the US, Sprite will retain title sponsorship of the Slam Dunk at NBA All-Star and Sprite Slam Dunk Showdown amateur competition. The brand will also sponsor events, digital promotions, grassroots programs and under-the-cap promotions globally.  

Sprite will tout the relationship with the global campaign, "The Spark", and will partner with the league in international markets with NBA-themed grassroots events, promotions and ads starting with the international telecasts of NBA games. The league says NBA games will be broadcast in 215 countries and territories in 42 languages.  

Coca-Cola Co. also signed a multiyear partnership with the Women's National Basketball Association (WNBA) that began with the 2010 WNBA season.  One of the programs involves Coca-Cola's Live Positively, where WNBA FIT Clinics were held at community parks in the U.S. Coca-Cola was also Gold partner of the Inspiring Women Luncheon, an annual event that includes prominent attendees from the worlds of entertainment, sports, business, and politics.