Sprite’s NBA comeback: How Coca-Cola is reimagining a storied sponsorship for basketball’s new era
Sprite’s two-decade sponsorship of the NBA inspired vibrant, irreverent campaigns that brought the soft-drink brand deep into basketball culture. With the partnership revived after an 11-year gap, Coca-Cola’s Mickael Vinet explains why Sprite can be to basketball what Coke is to soccer, and lays out plans to bring a similar spirit to a very different […]