By Johnny Askounis/ info@eurohoops.net
Euroleague Basketball announced on Monday a new multi-season global partnership with The Coca-Cola Company, designating Sprite as an Official Partner of the EuroLeague. The collaboration is set to officially tip off during the 2026 EuroLeague Final Four Athens Presented by Etihad, with full integration into the competition scheduled for the 2026-27 season.
This strategic expansion into European basketball mirrors the company’s recent activity in North America. Last Tuesday, The Coca-Cola Company reclaimed its position as the NBA’s Official Global Soft Drink Partner, once again centering Sprite as its primary brand for basketball-related marketing and global fan engagement.
Per the press release: “Euroleague Basketball and The Coca-Cola Company have announced a new multi-season global partnership that will see Sprite become an Official Partner of the EuroLeague, starting from the 2026-27 season, with Sprite set to appear during the highly anticipated 2026 EuroLeague Final Four Athens presented by Etihad.
Some things are just made for each other 🤝@Sprite is now an official partner for EuroLeague pic.twitter.com/b7mbFWmNHu
— EuroLeague (@EuroLeague) March 23, 2026
The agreement marks Sprite’s first partnership within Europe’s premier basketball competition and brings one of the world’s most iconic brands in the sport into the heart of the European game at a time when the sport is growing rapidly across the region.
Basketball has long been central to Sprite’s DNA, with both Sprite and Basketball sitting at the intersection of street culture. For decades, Sprite has shaped how fans connect through the culture surrounding the game, spanning sport, music, fashion and self-expression. Through this ground-breaking new partnership, Sprite will bring that legacy into a new chapter in Europe, creating fresh ways for fans to engage with the EuroLeague.
“Basketball is more than a sport. It’s a powerful force in culture, shaping how people connect through music, style, self-expression and community” said Michael Willeke, Vice President, Marketing – Sparkling Flavors Europe at The Coca-Cola Company. “Sprite has always stood for fresh perspectives, and we see basketball as a space where culture isn’t just consumed, it’s co‑created. Through our partnership with Euroleague Basketball, we will celebrate the voices, creators and communities that unlock fresh energy, new connections and experiences keeping basketball culture moving forward.”
As part of the partnership, Sprite and Euroleague Basketball are exploring a series of premium, access-driven fan experiences that bring supporters across Europe closer to the heart of the game. These include opportunities to meet current and former players and engage with the EuroLeague trophy, gain behind-the-scenes access to team environments, and experience the competition from unique vantage points typically reserved for insiders.
This relationship aligns with Euroleague Basketball’s commercial strategy, which focuses on strengthening partnerships with top-tier brands that share the organization’s pan-European identity and global reach.
“This partnership with Sprite represents an exciting milestone for Euroleague Basketball,” said Gawain Davies, Euroleague Basketball Chief Commercial Officer. “Partnering with one of the world’s most iconic brands reinforces the global appeal of the EuroLeague and reflects our commitment to collaborating with partners that share our ambition to continue growing the competition. Together, we look forward to creating memorable experiences for fans across Europe and beyond.”
The collaboration will leverage EuroLeague expansive digital ecosystem, offering Sprite’s unparalleled visibility and engagement opportunities across multiple platforms. It will also feature in-venue channels, including on-court branding and in-arena advertising, bringing the brand into arenas across Europe, starting with the EuroLeague Final Four in Athens this May.
Together, Sprite and the EuroLeague will create fresh new ways for fans across Europe to experience the game and the culture around it.”