THE HARLEM GLOBETROTTERS AND SPRITE ANNOUNCE GLOBAL PARTNERSHIP

Sprite to Become North America Presenting Partner For 100^th Anniversary Season and Official Globetrotters Partner in the Rest of the World for 2026-27

March 18, 2026 (Atlanta, GA) – 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 presented by Sprite” can be purchased HERE.

ABOUT THE WORLD-FAMOUS HARLEM GLOBETROTTERS™ / HERSCHEND ENTERTAINMENT STUDIOS

Now in their Centennial season, The Harlem Globetrotters™ are THE originators of applying sport to deliver goodwill, excitement, showmanship, and athleticism to a global audience every year. Since 1926, with a legacy of elite talent that has included many of the greatest stars of men’s and women’s basketball from HBCU’s to Division I, II, III, NAIA, The NBA, and the WNBA, the Globetrotters are the first team ever inducted into the Naismith Memorial Basketball Hall of Fame. They have utilized their talents to showcase their iconic brand of basketball to tens of millions in over 124 countries and territories across six continents.

Never ones to stop innovating, the award-winning organization, which currently holds an unprecedented 80+ Guinness World Records, the most of any professional sports team, has expanded its media footprint to make their content available to fans new and old on whatever platform they choose, from EMMY nominated broadcast shows, specials, and feature films, to their own FAST channel, as well as reimagining the memorabilia and collectible space through a new partnership with cllct, with uniforms and other special apparel created by legendary designer, Jeff Hamilton. Content partners include; Hidden Pictures, Vantage Pictures, Aspire TV, and Hearst Media Production Group; commercial partnerships and consumer products include Zara, EQL, IMG, Jerry Leigh, OVO, Shoe Palace, Philcos, and Excel Sports as well as the official ball partner, Spalding and Exxact Sports. Coined by the U.S. State Department in 1951 as Ambassadors of Goodwill, and now serving The Official Ambassadors of Goodwill for the United Nations as well, the team leverages their moniker to drive its Corporate Social Responsibility (CSR) efforts globally around their strategic pillars of Health & Wellness, Education, and Community Empowerment. These efforts have yielded partnerships with the likes of the NBA Retired Players Association, the Naismith Memorial Basketball Hall of Fame, Microsoft, U.S. State Department Sports Diplomacy, United Nations: Food & Agricultural Organization, and Operation Homefront.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our water, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Fuze Tea, Gold Peak and Ayataka. Our juice, value-added dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more www.coca-colacompany.com and follow us on Instagram, Facebook and LinkedIn.