This agreement marks Sprite’s inaugural collaboration with Euroleague Basketball, positioning the brand to be present at the Euroleague Final Four in Athens in 2026, an event primarily sponsored by Etihad.
Gawain Davies, Euroleague’s Commercial Director, stated, “This partnership with one of the world’s most iconic brands significantly strengthens Euroleague’s international reach and underscores our commitment to collaborating with partners who share our ambition to further develop the competition. Together, we are excited to create memorable experiences for fans across Europe and worldwide.”
Meanwhile, Michael Willeke, Vice President of Marketing for Europe at The Coca-Cola Company, commented:
“Basketball is a powerful cultural force that shapes how people interact through music, style, self-expression, and community.”
The financial specifics of this agreement, which will take effect from the 2026-2027 season, have not been disclosed.
