Coca-Colas Sprite will head a number of themed activities for the NBA

Coca-Cola's Sprite will head a number of themed activities for the NBA

The Coca-Cola Co has extended its sponsorship with the National Basketball Association (NBA) in the US.

The contract has now been extended through to 2014, Coca-Cola said today (15 February). The soft drinks giant has had a 25-year marketing partnership with the NBA.

Coca-Cola has used the deal to promote several different brands in its portfolio. This year, Sprite will be the lead brand for the NBA globally. Sprite will head a number of themed activities, including events, digital promotions, grassroots programmes and 'under-the-cap' promotions.

"Our partnership with the NBA offers the flexibility and collaboration to create innovative marketing programmes," said Coca-Cola North America chief marketing officer, Beatriz Perez, "Through programmes like Sprite Slam Dunk, Sprite Slam Dunk Showdown and others, we're able to communicate with people online, on television, through mobile technology, locally and at retail."

Financial details behind the extension were not disclosed.