After seeing partnerships with the NFL and United Airlines move to rival Pepsi-Cola Co. in recent weeks, Atlanta-based Coca-Cola struck a four-year marketing agreement with the National Basketball Association and inked a multi-year pact with Delta Air Lines.
Coke’s agreement with the NBA, New York City, extends across the association’s three leagues (which also include the WNBA and the National Basketball Development League). Coke will use the NBA and NBDL to promote Sprite and the women’s league to tout Diet Coke and Dasani will gain exposure through the WNBA. Coke has been an NBA partner since 1986.
Meanwhile, a multiyear deal with Atlanta-based Delta makes Coke not only primary soft drink supplier for that company but its SkyTeam alliance partners, which include Air France, Alitalia, Aeromexico, CSA Czech Airlines, and Korean Air Lines.
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