Sprite shoots for a fresh take on basketball with NBA stars

Sprite is deepening its ties to basketball culture with a new global brand platform, "Never stop refreshing the game", bringing three-time NBA MVP Nikola Jokić into its athlete roster alongside Anthony Edwards.

The platform marks the next phase of Sprite's global basketball strategy following its return as the NBA's official global soft drink earlier this year. It builds on a relationship with the league dating back to 1986, with the brand looking to tap into basketball's influence across sport, fashion, music and culture.

Jokić and Edwards will front a global campaign rolling out from now into 2027 across North America, Europe, Latin America, Asia Pacific, Africa, Eurasia and the Middle East, as well as India and Southwest Asia. Global campaign spots featuring both players are also expected to roll out over the coming months.

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Beyond advertising, Sprite is extending the platform across physical and digital fan experiences. Limited-edition NBA cans featuring Jokić and Edwards will carry QR codes that connect consumers to interactive digital games and rewards, including courtside tickets, basketballs and merchandise.

The brand will also take the campaign into local basketball communities through "Hoops of refreshment", an initiative that will restore neighbourhood courts with murals. Its gaming push will include integrations with NBA 2K, while live activations are planned around major basketball events.

The campaign comes as Sprite looks to strengthen its longstanding position within basketball culture while reaching fans beyond traditional game-day sponsorships through entertainment, gaming and community-led experiences.

"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," she added.

Vlad said the brand intends to spotlight original voices and game changers while creating entertainment and experiences that bring fans closer to basketball culture.

"Basketball brings people around the world together," said Jokić. "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."

Edwards said the platform builds on Sprite's history of basketball campaigns, including "Anta Claus" and "Obey your thirst", while encouraging players to give their all and remain true to themselves on the court.

The latest basketball push follows Sprite's efforts to bring its global brand positioning closer to consumers across ASEAN and the South Pacific. Earlier this year, Sprite rolled out a regional iteration of its global "It's that fresh" platform, building its marketing around spicy food, basketball and music across markets including the Philippines, Indonesia, Malaysia, Australia and New Zealand.

While the global platform introduced a unified visual identity and sonic branding system, the regional execution leaned into local street culture and consumption occasions, spanning hawker centres, night markets, neighbourhood stores and late-night dining spots. Spicy food was a key focus of the strategy, building on the brand's "Hurts real good with Sprite" positioning.

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