The world-famous, Harlem Globetrotters™ and Sprite today announced a multifaceted partnership where Sprite will become the Presenting Partner For North America and Official Global Partner For The Rest of the World as the organization continues through its Centennial season. This new partnership reunites the Harlem Globetrotters with one of its original brand partners; The Coca Cola Company, which had a working relationship with the brand for close to 75 years.
“When you mention iconic, historic and global brands, both Sprite and its parent company The Coca Cola Company, and the Globetrotters come to mind for consumers anywhere you go,” said Keith Dawkins, President, Harlem Globetrotters & Herschend Entertainment Studios. “This new relationship with a brand that had once been part of our glorious history sends a loud message that the work we are doing for our Centennial and beyond is resonating with consumers more today than it has in years. We welcome Sprite as a presenting and global partner, and look forward to all the good we can do together.”  
“Welcoming Sprite and The Coca Cola Company as our official Global Partner, re-establishes our long tenured sports partnership with the historic beverage brand, to once again reach millions of fans and consumers across the world, said Keith Dawkins, President, Harlem Globetrotters & Herschend Entertainment Studios. “Together, our brands will infuse a holistic approach that will be visible on and off the court, maximizing each of our strengths across arena activation, in-game experience, digital/social, and retail. “

“Basketball culture has always been core to Sprite, and there are few brands that embody creativity, energy, and global impact quite like the Harlem Globetrotters,” said Terika Fasakin, Senior Director, NAOU Sprite. “For 100 years, the Harlem Globetrotters have shown up with an authentic style that pushes originality and individuality, the same spirit that has defined Sprite’s role in basketball culture for decades. We’re proud to partner with the Harlem Globetrotters as they mark this historic milestone and continue shaping the future of basketball culture.”
 
Key elements of the new partnership have begun rolling out at arenas across North America this week. They include: on court branding, in-game activations between athletes and fans, a new in-game Sprite DJ takeover, as well as a half time takeover with Sprite prizing that will include ‘free Sprite for a year and a Sprite branded half time trick shot.

There will also be expanded social content and influencer collaborations, activations within the newly launched “Sprite Squad” loyalty program and collaboration on custom merchandise, as well as other programs in the consumer space away from games.
The Globetrotters Centennial season launched in January and is continuing throughout the world, visiting over 200 domestic markets and another 125+ internationally. Fans can expect all-new surprises like the Golden Basketball by Spalding®, epic pre-game Magic Pass experiences, 100 Year limited edition merchandise and many other new innovations for the “Ambassadors of Basketball.” International markets such as France, United Kingdom, Italy, Germany, Spain, Switzerland, Belgium, Netherlands, Mexico, and across Asia are just a few of the many locations the Harlem Globetrotters will be touring in winter of 2026 and running through the remainder of the year. Tickets for “100 Year Tour” can be purchased HERE.