
Sprite is putting itself courtside for Australian basketball, signing on as the Official Soft Drink Partner of the NBL and WNBL.
The multi-year partnership kicks off in the 2026/27 season and will run across Australia’s top men’s and women’s basketball competitions, from regular season games to HoopsFest and the Finals Series.
The deal also extends to NBL Next Stars, connecting Sprite with emerging players using the league as a pathway to the professional game and, for many, the NBA.
The local partnership follows Sprite’s return as the NBA’s Official Global Soft Drink Partner in 2026, along with a new multi-season deal with EuroLeague Basketball for 2026/27. It brings the brand’s long-running basketball connection back into focus after a history with the sport that ran from 1986 to 2015, including a long stint as title sponsor of the NBA Slam Dunk Contest.
Sprite Marketing Director Gemma Versteeg said, “Sprite and basketball have been intertwined for decades. Bringing that story to the local NBL and WNBL is a natural next step. Australian basketball is fast, growing and unapologetically itself, which is exactly what Sprite stands for.
“We’re here to own the freshest moments in the game and give fans something worth talking about.”
Starting with the dunk
The brand will roll out The Freshest Dunks, a season-long platform celebrating standout dunks across the NBL and WNBL. The best dunks of every round will be cut for social, broadcast in-arena and pushed across screens as part of the match-day experience.
Promotions, giveaways and courtside hydration will also play a big role across the partnership.
NBL Group Chief Executive Officer David Stevenson said, “Sprite has been a global supporter of elite basketball for a long time, and it’s great to see our connection growing in Australia and New Zealand alongside the continued growth of the NBL and WNBL.
“Partners like Sprite continue to fuel that trajectory, and I want to personally thank Ahmed and the team at Coca-Cola Australia and New Zealand for backing our players, our fans and the future of elite basketball.
“There are so many genuine fan moments this partnership will bring to life across both leagues, from massive dunks to back-breaking shots, and all the celebrations that follow; when we’ve seen fans caught up in the action and trying not to spill their Sprite with the excitement.
“We are thrilled to be growing this partnership and look forward to bringing Sprite, the NBL and WNBL closer to fans across Australia and New Zealand.”
The WNBL will be part of the same push, with Sprite set to amplify players and standout moments through social and content as the women’s league continues building its audience.
Lauren Jackson, Chief Strategy and Basketball Partnerships Officer of the WNBL, said, “The WNBL is growing faster than ever, with bigger crowds, more people watching our games and a new generation of fans connecting with our players.
“Partnerships like this are important because they help us celebrate the moments that make basketball so exciting and put our athletes in front of even more Australians.
“Sprite brings a fresh energy that fits perfectly with where the WNBL is heading, and we’re excited to see our players and their standout moments amplified across the season.”
Source: Ogilvy PR
Find more food culture updates on Crumb Wire.