- New Sprite x NBA on-pack promotion aims to help retailers tap into the rapid growth of basketball among younger shoppers in GB
- Shoppers can win courtside seats and money-can’t-buy, behind-the-scenes NBA experiences
- Limited-edition packs roll out from November 2026 across Sprite and Sprite Zero Sugar, until March 2027, to coincide with the NBA season
Coca-Cola Europacific Partners (CCEP) is helping retailers tap into the basketball boom with a new Sprite on-pack promotion in partnership with the NBA.
Limited-edition packs will roll out across standard Sprite pack sizes from November 2026 to March 2027, while the 500ml Supercan will carry the design throughout 2027, keeping Sprite at the heart of the NBA season right through to the race to the playoffs.
Join the squad
To join the Squad, shoppers simply need to buy a promotional pack, scan the on-pack QR code and upload proof of purchase*. They can then spin for the chance to win instant Bronze and Silver prizes or enter a draw for Gold-tier NBA experiences.
At the top of the prize pool are money-can’t-buy experiences that take winners behind the scenes on game day. Prizes include a meet and greet experience with NBA legends, VIP tickets and limited edition Sprite x NBA merch.
Basketball boom
Basketball is one of GB’s fastest-growing sports and the second most popular team sport for young people, with participation among 14–25-year-olds up 65%[1]. It is also a major passion point for Sprite’s audience, with 62.4% of 16–34-year-old Sprite drinkers interested in basketball[2]. Together, this creates a strong opportunity for retailers to connect with younger shoppers and drive soft drinks sales throughout the NBA season.
Sprite is worth £73.93m in GB retail, growing by 4.5% in value and 3.8% in volume over the past year – giving the brand strong momentum as the NBA partnership gets underway.
Basketball has long been part of Sprite’s brand world, from its iconic ‘Obey Your Thirst’ campaigns through to Sprite Chill. The new NBA partnership builds on that heritage, bringing Sprite closer to a sport that already resonates strongly with its audience.
The campaign will bring the partnership to life through limited-edition packs and in-store activation, supported by digital and creator activity.
Free POS materials are available via MyCCEP.com to help retailers create in-store theatre and drive standout throughout the season.
The promotion runs across the Sprite and Sprite Zero Sugar ranges in 330ml, 500ml, 2L and 8-pack formats, giving retailers the opportunity to drive sales across both on-the-go and take-home occasions.
Rob Yeomans, Vice-President, Commercial Development at CCEP GB, said: “Basketball is growing fast in GB, but what makes it particularly exciting is how far its influence stretches beyond the court into music, fashion and gaming. For Sprite, which has a long-standing connection with basketball, that makes the NBA a powerful way to connect with an audience that is already highly engaged with the brand and the sport.
“This partnership also gives retailers something genuinely exciting to activate through the winter months. The combination of limited-edition packs, standout in-store activation and NBA experiences that fans wouldn’t normally be able to access gives shoppers plenty of reasons to engage with Sprite throughout the season.
“We’d encourage retailers to make the most of that opportunity by stocking the promotional range, using the free POS available and creating displays that bring some of the excitement of the NBA into store from tip-off right through to March.”
Promotional T’s & C’s
*GB, 18+. Scan QR Code to launch or download Coke App (09:00 02.11.26 – 09:00 28.12.26) Internet & mobile with camera req’d. Buy any Sprite, reg/log in/upload receipt on App & enter for a chance to win instant win prizes. 1250 NBA merchandise prizes available to be won, incl: T-Shirts, Hoodies, Caps, Hats & Sport Bags. Also, auto-entry into weekly draws for chance to win a selection of NBA Manchester Tickets (prizes vary/week). Grand Prize Draw 28.12.26. Max 2 Inst App entries/pers/day. Max 1 win/person/prize type. Excl. apply. Full T&Cs: spriteurl.com/nba-terms.
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