Sprite reclaims NBA soft drink sponsorship in blow to PepsiCo's Starry [Yahoo! Finance]
Coca-Cola Company (The) (KO)
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Source: Yahoo! Finance
This story was originally published on Marketing Dive . To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter Dive Brief: The NBA has again teamed with The Coca-Cola Company, naming Sprite its official soft drink partner more than a decade after the lemon-lime soda brand last held that title, according to news shared with Marketing Dive. The deal is effective immediately. As part of the multiyear agreement, Sprite will have a presence at the largest NBA tentpole events and international games, serving up experiences, custom content and exclusive promotions. Sprite and the NBA's history stretches back to the ‘80s, and the brand has continued to work with multiple teams and players like Anthony Edwards since last wielding the league-wide sponsorship. The move could mark a blow for Starry, a Sprite rival produced by PepsiCo, which has held the league soft drink sponsorship effectively since its launch three years ago. Analysts have identified
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