A new limited-edition Sprite on-pack promotion is tipped to help retailers tap into the basketball boom.
Coca-Cola Europacific Partners (CCEP) has teamed up with the NBA for the initiative, with packs set to roll out across standard pack sizes from November 2026 to March 2027, while the 500ml Supercan will carry the design throughout 2027.
Shoppers can buy a promotional pack, scan the 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.
Top prizes include a meet and greet experience with NBA legends, VIP tickets, and limited-edition merch.
Basketball is said to be one of Britain’s fastest-growing sports and the second most popular team sport for young people, with participation among 14–25-year-olds up 65%.
The NBA partnership builds on Sprite’s basketball heritage, which includes the brand’s ‘Obey Your Thirst’ campaigns through to Sprite Chill.
The promotion runs across the Sprite and Sprite Zero Sugar ranges in 330ml, 500ml, 2L and eight-pack formats.
Rob Yeomans, VP, 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.”
