Sprite Partners with Euroleague Basketball for 2026 Final Four
Sprite, a key brand under The Coca-Cola Company, has officially announced its inaugural collaboration with Euroleague Basketball. This landmark agreement will see Sprite prominently featured at the 2026 Euroleague Final Four in Athens, an event for which Etihad is designated as the main sponsor.
Gawain Davies, Euroleague Basketball's Commercial Director, expressed enthusiasm for the new partnership. He emphasized that collaborating with such an iconic global brand significantly boosts Euroleague's international profile and underscores its commitment to aligning with partners who share its ambition for the competition's continued growth. Davies added that both parties eagerly anticipate creating unforgettable experiences for basketball enthusiasts throughout Europe and across the globe.
Concurrently, Michael Willeke, Vice President of Marketing for Europe at The Coca-Cola Company, highlighted basketball's profound cultural influence. He described the sport as a powerful cultural force that profoundly shapes how individuals interact through various aspects such as music, style, self-expression, and community building.
While the financial terms of this agreement remain undisclosed, the partnership is slated to officially take effect from the 2026-2027 season.
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