Basketball: Sprite (The Coca-Cola Company) official partner of Euroleague Basketball from 2026-27

The Coca-Cola Company, an American beverage manufacturer, is to become an official partner of Euroleague Basketball, via its Sprite soft drinks brand, under a multi-year agreement from the 2026-27 season, the body announced on 23/03/2026.

This marks Sprite's first partnership in European basketball. The brand was, however, a sponsor of the National Basketball Association between 1986 and 2015, and recently rejoined the North American league as its official soft drinks partner, a category that had been pre-empted since 2015 by various brands of the PepsiCo group (Mountain Dew, Starry), as part of a global and exclusive agreement signed on 17/03/2026. It should be noted that the NBA is preparing to launch a men’s European league to compete with the EuroLeague (see below).

As part of this new agreement, Sprite and the Euroleague will deploy "a series of premium, access-driven fan experiences" including meetings with current and former players, access to the EuroLeague trophy, behind-the-scenes access to team environments and exclusive content. "This relationship aligns with Euroleague…