CCEP set to refresh basketball in Australia with new partnership

Coca-Cola Europacific Partners has announced a new sponsorship as the official sports hydration partner for the National Basketball League Australia.

The new three-year deal will run for the duration of the 2023 – 2026 seasons and will include CCEP’s vast portfolio of iconic brands, including Coca-Cola, Powerade and Mount Franklin.

General Manager of Marketing Activations at CCEP, Melissa Thompson, said the new basketball partnership is an exciting time for CCEP with sport growing in popularity, both globally and locally.

“CCEP has a proud and extensive history of supporting community and sporting organisations, and we’re excited to be partnering with NBL as the official sports hydration partner of the tournament. We’re also in conversations with the Women’s National Basketball League and hope to announce a partnership in the coming weeks, ahead of the season starting later this year.”

“Basketball is the second biggest sport globally and the largest growing summer sport in Australia and we are delighted to have the League return to the CCEP family.  We are working closely with the teams to sweat our partnership and you can expect to see our iconic brands together at the games, supporting grass roots programs and integrated into our customer and consumer plans,” Thompson said.

CEO of NBL, David Stevenson, echoed the excitement of the partnership with athletes, coaches and referees able to benefit from world-class hydration.

“We are thrilled to have CCEP as the lead beverage partner of the League. With a portfolio of iconic beverages, this partnership will be widely celebrated by everyone in basketball, both on and off the court,” NBL CEO David Stevenson said.

“Our relationship with Coca-Cola goes back decades when Australian basketball was in the midst of a golden era. Now, we have indeed returned the League to its former glory, and it is fantastic to see our legacy partners return to help us continue our undeniable resurgence on the Australian and New Zealand sporting landscape.”

CCEP branding will appear across the NBL and NBL Oz Gaming during the partnership.