Preheat oven to 350 degrees.
Prep a 9×5 loaf pan with nonstick baking spray.
Cream the butter and sugar together in a large mixing bowl. Mix, using hand mixer or stand mixer on medium speed 1-2 minutes until it becomes light and fluffy.
Mix in the eggs and vanilla until just combined.
Add the sour cream and milk. Beat until everything is incorporated.
Whisk the dry ingredients together in a large bowl.
Slowly add the dry ingredients to the wet ingredients.
Stir until just combined.
Use a rubber spatula to add the sprinkles. Do not over stir.
Spoon the batter into the prepared loaf pan.
Spread until the top of the loaf is even.
Bake at 350 degrees for 60 to 70 minutes.
Check by inserting a toothpick in the centre that should come out clean, indicating that the crumb is fully set and no excess moisture remains.
Set it aside to cool for 5 minutes.
Take the loaf out of the pan and place it on a wire rack to cool completely.