Sprite Becomes NBA's Official Global Beverage Partner

Sprite has entered a comprehensive global renewal process. In Mexico City, at the NBA Global Games, Global Brand Vice President Oana Vlad and Global Vice President of Sports, Music and Entertainment Marketing Mickael Vinet spoke to Eurohoops about the brand's new chapter. Vlad said the 21 billion dollar brand wants to grow faster and that they still see a great deal of potential.

Sprite has regained its title as the NBA's official global beverage partner. According to company executives, this is not a temporary marketing campaign. The tie with the NBA dates back to 1986, and basketball is seen as an important area for growing the brand's scale. Vlad said changes are being made across every area of the business, from packaging design to visual identity, and from creativity to innovation platforms.

The new campaign is called "Never Stop Refreshing the Game." The company wants to go beyond sponsorship and take an active role within the sport. Minnesota Timberwolves star Anthony Edwards and Serbian player Nikola Jokic are the two ambassadors in the campaign. Vlad said Jokic plays a truly global style of game and is the right name for an international audience. Over the weekend, the Denver Nuggets and Indiana Pacers met in Mexico City.

Europe's communities are at the forefront of Sprite's international expansion. In addition to NBA fans, the brand wants to reach the EuroLeague community. Vlad said they aim to be present in the communities the brand values most through the right partnerships.