Coca-Cola Europacific Partners (CCEP) has launched a new Sprite on-pack promotion in partnership with the NBA.

Running from November 2026 to March 2027, there will be limited-edition packs rolling out across standard Sprite cans, while the 500ml Supercan will have the design throughout 2027.

As part of the promotion, shoppers can win a range of prizes by purchasing a promotional pack and scanning the QR code or uploading proof of purchase.

There are meet and greet experiences with NBA legends, VIP tickets and limited-edition Sprite x NBA merch available for customers to win.

This promotion comes as basketball is increasing gaining traction across Great Britain and the drinks manufacturer aims to capitalise on the popularity of the sport.

The business aims to create an opportunity for retailers to connect with a younger generation of consumers and drive soft drink sales over the NBA season.

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This rollout will be supported through in-store activations, digital and creator marketing activity.

The promotion is set to run across the Sprite and Sprite zero sugar ranges in 330ml, 500ml, 2L and 8-pack formats.

CCEP aims to build on the current established momentum for Spite, which is currently valued at £73.93m in GB retail according to the business.

Rob Yeomans, VP, commercial development at CCEP GB, said: “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.”