Sprite adds Nikola Jokic to global NBA campaign alongside Anthony Edwards

Sprite has added Nikola Jokic to its global basketball roster alongside Anthony Edwards as it launches a new campaign called “Never Stop Refreshing the Game.” Coca-Cola announced the platform on October 12, building on Sprite’s return earlier this year as the NBA’s official global soft drink.

The campaign begins rolling out now and will continue into 2027. Coca-Cola says it will reach North America, Europe, Latin America, Asia Pacific, Africa, the Middle East and other markets, with both players appearing in upcoming advertising.

A global partnership with local activations

Marketing Dive’s Chris Kelly reported that Sprite wants its NBA partnership to combine a worldwide campaign with experiences tailored to local fans. The brand’s global vice president, Oana Vlad, described Coca-Cola’s work with FIFA as the model for its basketball ambitions.

The announced plans extend beyond television and digital advertising. Sprite says limited-edition NBA, Jokic and Edwards cans will use QR codes to connect fans with interactive games and prizes, including tickets, Wilson game balls and gear. The platform also includes NBA 2K integrations, game-day food delivery promotions and community-court refurbishment through its “Hoops of Refreshment” program.

Jokic broadens Sprite’s basketball reach

Adding the Serbian center gives Sprite another international face for a partnership that already includes Edwards. Coca-Cola says its activations will include the NBA Mexico City Game and the league’s Manchester and Paris games in early 2027.

Jokic’s commercial announcement comes during Denver’s preseason preparations. On the court, he recently posted a triple-double in the Nuggets’ 133-128 win over Chicago.

The campaign launch is a new step in Sprite’s existing NBA partnership, rather than a newly announced league sponsorship. The company has not disclosed the financial terms of Jokic’s agreement or the campaign budget in its announcement.