Coca-Cola’s Sprite Becomes NBA’s Lead Brand Association

February 16, 2011

In a renewal of a sponsorship deal with the National Basketball Association (NBA), medicine the Coca-Cola Company will look to promote its Sprite brand after sealing a new ‘multi-year’ global marketing partnership with the league.

Coca-Cola, symptoms an NBA marketing partner since 1986, has used the partnership to promote several different brands in its portfolio and this year, for the first time, Sprite will be the lead brand to be associated with the NBA having been the official soft drink of the league in the US since 1994.

The Sprite Slam Dunk during NBA All-Star weekend and the Sprite Slam Dunk Showdown amateur competition will continue under the terms of the deal, with a number of other marketing activities will take place.

“Our partnership with the NBA offers the flexibility and collaboration to create innovative marketing programs that spark the connection between Sprite and basketball fans. Through programs like Sprite Slam Dunk, Sprite Slam Dunk Showdown and others, we’re able to communicate with people online, on television, through mobile technology, locally and at retail, so that we’re in touch with NBA fans wherever they are,” said Beatriz Perez, chief marketing officer of Coca-Cola North America.

NBA executive vice-president of global marketing partnerships Mark Tatum added: “Sprite is an exciting and vibrant brand that maintains a meaningful connection to the younger consumers that also make up a valuable segment of our fan base. We look forward to working together to develop more exciting and innovative NBA experiences that will resonate with this audience around the world.”