Sprite strengthens its presence in the world of basketball through its global partnership with the NBA

Sprite strengthens its presence in the world of basketball through its partnership with Nba, an initiative that forms part of the brand’s global basketball platform.

The partnership is also coming to life in Italy through a series of initiatives designed to bring fans closer to the world of Nba and basketball culture. The project takes shape through a multichannel communication campaign, a range of limited-edition Sprite packs inspired by the Nba universe and a dedicated promotion offering consumers the chance to win exclusive Nba prizes, as well as live activities and experiences aimed at the basketball community.

A partnership celebrating the evolution of basketball culture

In 2026 Sprite became once again the Official Global Soft Drink Partner of the Nba, strengthening its presence in the world of basketball.

For decades, Sprite has stood at the intersection of sport, fashion, music and culture. Since its first partnership with Nba, launched in 1986, Sprite has maintained a constant presence in basketball culture, creating connections with generations of players and fans through iconic campaigns, unforgettable moments and partnerships capable of reflecting the evolution of this sport. From neighbourhood courts to the game’s biggest stages, Sprite has continued to be present wherever basketball culture has moved.

An integrated plan

In Italy, the partnership is supported by a 360-degree communication plan that integrates social and digital activities, influencer marketing, radio and out-of-home, with the aim of reaching Gen Z and Millennials and strengthening recognition of the collaboration between Sprite and Nba.

Completing the plan are live experiences designed to bring the partnership into direct contact with the basketball community. These include Sprite Street Call, which on 17 October transformed the Parco Sempione playground in Milan into a space dedicated to the meeting point between basketball, music, style and urban culture. The day engaged the public with open games, skills challenges, a dunk contest and entertainment moments, culminating in the All Star Game with Marco Belinelli, an icon of Italian basketball and an international-level champion.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.