Coca-Cola Co. has announced a four-year expansion of its alliance with the National Basketball Association, and will unveil a flurry of NBA-related promotional activities tied to its lemon-lime
flavored Sprite soft drink as part of the deal, which becomes effective in the 2002-03 professional basketball season. Among the new Coke initiatives are plans for a greater marketing presence at the
NBA's annual All-Star Game and an increase in the soft drink maker's promotional activity on the NBA's
website. Atlanta-based Coca-Cola has had a marketing alliance with
the NBA since 1986.