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EuroLeague and The Coca-Cola Company Announce Multi-Season Partnership
Sprite Brings Its Basketball Legacy to Europe’s Premier Club Competition |
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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.
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 cocreated. 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.
Notes to Editors:
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PRESS CONTACT
The Coca-Cola Company: [email protected]
Euroleague Basketball: [email protected]
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our water, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Fuze Tea, Gold Peak and Ayataka. Our juice, value-added dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.coca-colacompany.com and follow us on Instagram, Facebook and LinkedIn.
About Euroleague Basketball
Euroleague Basketball (EB) is a global leader in the sports and entertainment business, devoted to running the top European competitions of professional basketball clubs under a unique and innovative organizational model. Owned and administered by some of the most successful and historic clubs in the world, EB manages the continent’s two premier men’s basketball competitions, the EuroLeague and the BKT EuroCup, as well as the sport’s premier under-18 showcase, the adidas NextGen EuroLeague.
The EB competitions bring the elite of European basketball to all five continents and to the entire sports community through the OTT platform EuroLeague TV. EB also organizes a series of community and educational activities, led by the One Team program, in alignment with the United Nations Agenda 2030 Sustainable Development Goals. On the academic side, the EB Sports Business MBA trains future professionals in sports management.
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