Global Platform Launch and NBA Partnership Continuity
The campaign rollout follows Sprite’s return earlier this year as the official global soft drink partner of the NBA. Javier Meza, President of Marketing and CMO of Europe at The Coca-Cola Company, stated that the partnership connects generations of fans to the sport through original content and community support. “Nikola Jokić and Anthony Edwards embody the authenticity and self-expression that constitute the essence both of basketball and of Sprite,” Meza said.
Sprite first partnered with the league in 1986. Over the decades, the brand has positioned its marketing around the intersection of basketball, music, fashion, and urban culture, spanning neighborhood courts and major international arenas.
Athlete Endorsements Across International Markets
The “Never Stop Refreshing the Game” initiative will run across North America, Europe, Latin America, Asia-Pacific, Africa, Eurasia, the Middle East, India, and Southeast Asia through 2027. Both Jokić and Edwards are featured in new global advertisements rolling out in the coming months.
“Basketball unites people around the world,” Nikola Jokić stated regarding the partnership. Anthony Edwards noted the brand’s advertising history, pointing to past campaigns such as “Obedece a tu sed” and referencing his own connection to the brand.
Activation Through NBA Global Games and Limited Editions
Sprite plans to expand its physical footprint at upcoming international NBA fixtures. The brand will host immersive fan experiences and promotional events at the NBA Mexico City Game 2026, featuring a matchup between Jokić’s Denver Nuggets and the Indiana Pacers, as well as regular-season games scheduled in Manchester and Paris in early 2027.
In retail stores, consumers will find limited-edition NBA-themed cans. These packaging designs include printed QR codes that offer buyers entry into sweepstakes for exclusive merchandise tied to the basketball collaboration.
