Sprite Hands the Ball to Jokić and Edwards in Its NBA Comeback
Updated: 6 days ago
Coca-Cola's Sprite has reignited its NBA relationship with a global campaign, 'Never Stop Refreshing the Game', fronted by MVP Nikola Jokić and Anthony Edwards, built for international reach rather than a US-only push.
Sprite returns to the court
Sprite is back in the game. The Coca-Cola brand has launched a new campaign, 'Never Stop Refreshing the Game', starring NBA MVP Nikola Jokić and rising star Anthony Edwards, marking its return as the NBA's Official Global Soft Drink partner.
The creative rolled out the week of 12 October 2026, activating a multiyear Coca-Cola–NBA partnership that was announced back in March. Jokić joins Edwards, already a Sprite basketball ambassador, as the brand's new global face for the sport.
Why global beats domestic here
The notable strategic choice is scope. Rather than a US-only campaign, Sprite built 'Never Stop Refreshing the Game' for international reach — a template for how beverage and sports tie-ups increasingly work in a world where the NBA's biggest growth is overseas.
Basketball is one of the few genuinely global sports with American roots, and the NBA has spent years building audiences across Europe, Asia and Africa. For a soft drink sold almost everywhere, aligning with a sport that travels is far more efficient than a market-by-market patchwork.
The star-power calculation
Pairing Jokić and Edwards is smart casting. Jokić brings credibility and the gravitas of an MVP; Edwards brings charisma and youth appeal. Together they cover both ends of the fan spectrum, from purists to the Gen Z audience that lives on highlights and short-form clips.
Celebrity endorsement works best when the fit is obvious and the roster is balanced. Sprite isn't betting everything on one face; it is building a small stable of athletes who each unlock a different slice of the audience.
What businesses should take from it
You don't need an NBA budget to borrow the thinking. The principle is to anchor your brand to a cultural platform your customers already love, then choose ambassadors who genuinely fit rather than simply chasing the biggest name.
Marketing Minute's take: Sprite is reminding everyone that sponsorship is about relevance, not just reach. By going global and picking the right faces, it turns a drinks deal into a cultural statement — and that is what makes sports marketing pay back.
Quick FAQ
What is Sprite's 'Never Stop Refreshing the Game' campaign?
A global Sprite campaign marking its return as the NBA's Official Global Soft Drink, starring Nikola Jokić and Anthony Edwards, launched the week of 12 October 2026.
When did the Coca-Cola–NBA partnership begin?
The multiyear partnership was announced in March 2026, with Sprite's creative rolling out in October 2026.
Who are the faces of the campaign?
NBA MVP Nikola Jokić and Anthony Edwards, who was already a Sprite basketball ambassador.
What stands out isn't the star power — it's the decision to go global from the start. Sprite is matching a worldwide product to a sport that actually travels, and picking two athletes who split the audience neatly between them. That's sponsorship built on relevance, not vanity. — Daniel Nikolla, Founder of Merx Marketing
Sponsorship pays back on relevance, not reach alone.
Which cultural platform do your customers already love that your brand could credibly join?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: ANA, Marketing Dive, Coca-Cola, Open Court Basketball.
Related reading
Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
