Euroleague Basketball and The Coca-Cola Company have entered a new multi-season global partnership that brings Sprite into the heart of Europe’s top club basketball competition. Starting from the 2026–27 season, Sprite will become an official partner of the EuroLeague, with its presence beginning earlier at the 2026 Final Four in Athens.
This marks the brand’s first official collaboration with Europe’s leading basketball competition and reflects the growing momentum of the sport across the region. By stepping into the EuroLeague ecosystem, Sprite extends its long-standing connection with basketball culture into a new European chapter.
The partnership builds on Sprite’s positioning at the intersection of sport and street culture. Over the years, the brand has been closely linked to basketball through its influence on music, fashion and self-expression. Through this collaboration, that legacy will be activated across Europe, with a focus on engaging fans in ways that go beyond the game itself.
Michael Willeke, Vice President of Marketing for Sparkling Flavors Europe at The Coca-Cola Company, emphasized that basketball today operates as a broader cultural platform, where communities, creators and fans actively shape the experience. He noted that Sprite aims to support and amplify that dynamic by creating new connections and moments that keep the culture evolving.
As part of the agreement, the two sides are developing a range of premium fan experiences designed to bring audiences closer to the competition. These include opportunities to meet players, access behind-the-scenes environments, interact with the EuroLeague trophy and experience games from exclusive vantage points typically reserved for insiders.
For Euroleague Basketball, the deal aligns with its wider commercial strategy focused on partnering with globally relevant brands that match its pan-European footprint and ambitions for continued growth. Gawain Davies, Chief Commercial Officer of the EuroLeague, highlighted that the collaboration strengthens the league’s global appeal and supports its goal of delivering more engaging experiences to fans.
The partnership will also tap into the EuroLeague’s digital and in-arena ecosystem, giving Sprite strong visibility across platforms. Activations will include on-court branding, arena presence and integrated digital content, starting with the Final Four event in Athens.
Through this collaboration, Sprite and the EuroLeague aim to redefine how fans across Europe experience both the game and the culture that surrounds it.
