KO · News · 20260903N

Distribution Channels and Partnerships

COCA COLA CO · 2026-09-03 · Importance 31 · Surprise 42

Coca-Cola and the NBA announced a multi-year global marketing partnership that restores Sprite as the league’s official global soft drink partner. The agreement will support global activations, digital content and fan experiences tied to basketball culture. Anthony Edwards and other athletes are expected to feature in the partnership, strengthening Sprite’s positioning with sports-focused consumers across international markets.

Key facts

• Coca-Cola Great Britain launched the "Counter Cultures" integrated campaign celebrating family-run pubs, cafés, and takeaways across the UK and includes five-figure donations to local causes nominated by participating businesses. source