Sprite has expanded its basketball marketing push by signing NBA three-time Most Valuable Player Nikola Jokić to join Anthony Edwards in a new global campaign, as the Coca-Cola-owned brand looks to engage fans through sport, entertainment and retail promotions.
The brand has launched its “Never Stop Refreshing the Game” platform, bringing together Jokić, the Denver Nuggets centre, and Edwards, the Minnesota Timberwolves guard, to celebrate the evolution of basketball culture.
The move follows Sprite’s return as the NBA’s Official Global Soft Drink, announced earlier this year, and builds on a partnership with the league that dates back to 1986.
“Sprite has a history of championing the athletes, creators and communities that shape basketball culture,” said Oana Vlad, global brand vice president of Sprite.
“'Never Stop Refreshing the Game' is about finding new ways to refresh the game for fans, from the unmistakable refreshment Sprite brings on and off the court to the experiences, stories and moments that make basketball culture so powerful. By spotlighting original voices and game changers, delivering fresh entertainment, and giving fans access to experiences they might not otherwise have, we're committed to helping move the game forward.”
The global campaign will roll out through 2027, with advertising featuring both players, alongside fan experiences, limited-edition packaging and digital promotions.
Jokić, a three-time NBA MVP and NBA champion, said he was looking forward to working with the brand to bring basketball to the next generation.
“Sprite has been part of the story for decades and I'm excited to partner with them to continue bringing the game to the next generation,” he said.
Edwards added: “From Anta Claus to Obey Your Thirst, Sprite's been cooking up some of the best campaigns that will live on forever. 'Never Stop Refreshing the Game' is no different, reminding every player out there to give it their all and stay true to who they are every time they step on the court.”
As part of the activation, Sprite will introduce limited-edition NBA cans featuring signature designs associated with Jokić and Edwards. QR codes on the packaging will unlock interactive digital games and opportunities to win prizes, including courtside tickets, official Wilson basketballs and merchandise.
The brand also plans to support local basketball communities through court restorations featuring its “Hoops of Refreshment” murals, live experiences at major events, NBA 2K in-game power-ups and game-day food delivery promotions.
Sprite will extend its presence across the NBA Global Games, including the NBA Mexico City Game 2026, featuring Jokić and the Denver Nuggets against the Indiana Pacers, and the NBA Manchester and Paris Games scheduled for early 2027.
The campaign comes amid wider efforts by food and drink brands to capitalise on the NBA’s international following. Earlier this month, Nestlé announced that its Milo, Nescau and Nesquik brands would become official NBA partners across 21 markets, including the UK, from January 2027. The partnership includes retail programmes, NBA-branded packaging promotions and competitions offering prizes and fan experiences.