Sprite is bringing two of basketball’s biggest stars together for a new global marketing drive, enlisting three-time NBA Most Valuable Player Nikola Jokić and American basketball star Anthony Edwards to front its latest platform, “Never Stop Refreshing the Game”.

Through the campaign, the beverage brand aims to strengthen its connection with basketball fans by extending its presence beyond the court into entertainment, music, fashion, gaming and grassroots communities.

The initiative represents a fresh chapter in Sprite’s basketball marketing strategy following its return as the NBA’s official global soft drink earlier this year. Building on a relationship with the league that began in 1986, the brand is using the new platform to connect its longstanding basketball heritage with contemporary fan culture.

From North America to Europe, Latin America, Asia Pacific, Africa, Eurasia and the Middle East, the campaign will reach audiences across major international markets, including India and Southwest Asia. Global advertising featuring Jokić and Edwards will roll out over the coming months, with activities extending into 2027.

Alongside the advertising push, Sprite is creating interactive experiences designed to bring supporters closer to the game. Limited-edition NBA cans featuring the two players will include QR codes that unlock digital games and reward opportunities, with prizes ranging from courtside tickets and basketballs to branded merchandise.

At the community level, the brand will launch “Hoops of Refreshment”, an initiative focused on revitalising neighbourhood basketball courts through colourful murals. The programme will bring the campaign directly into local environments where fans play, meet and express their passion for the sport.

Meanwhile, gaming will provide another avenue for audience engagement, with Sprite planning integrations into NBA 2K. The brand will also stage live experiences around major basketball events, creating additional opportunities for fans to interact with the platform beyond conventional sponsorship activities.

Oana Vlad, global brand vice president of Sprite, said the campaign builds on the brand’s history of supporting the athletes, creators and communities that influence basketball culture.

She explained that “Never Stop Refreshing the Game” seeks to translate Sprite’s association with refreshment into experiences, stories and entertainment that strengthen fans’ connection with the sport. According to Vlad, the brand also intends to spotlight distinctive personalities and people challenging conventions while creating fresh ways for audiences to participate in basketball culture.

For Jokić, the partnership offers an opportunity to help introduce the game to younger audiences. The NBA star said basketball connects people across national boundaries and described Sprite as a longstanding part of the sport’s cultural story.

Edwards, meanwhile, linked the new campaign to Sprite’s earlier basketball advertising, including “Anta Claus” and “Obey Your Thirst”. He said the platform encourages players to compete with intensity while staying authentic to themselves.

Beyond the global rollout, the campaign builds on Sprite’s recent efforts to adapt its wider brand positioning to local consumer habits and cultural interests. Earlier this year, the company introduced a regional interpretation of its “It’s That Fresh” platform across selected ASEAN and South Pacific markets, including the Philippines, Indonesia, Malaysia, Australia and New Zealand. The execution connected Sprite with spicy food, basketball and music, using familiar consumption occasions to strengthen its relevance among local audiences.

Rather than relying solely on a uniform global message, the regional campaign incorporated street culture and everyday social settings, from hawker centres and night markets to neighbourhood shops and late-night dining venues. Spicy food featured prominently, extending the brand’s “Hurts Real Good with Sprite” positioning.

While the global platform established a common visual identity and sonic branding system, the regional activation gave those assets a local expression shaped by food, entertainment and community culture. With “Never Stop Refreshing the Game”, Sprite is now placing basketball at the centre of a broader engagement strategy that combines star power, digital interaction, gaming and neighbourhood participation. The approach allows the brand to build on its decades-long relationship with the NBA while creating more touchpoints with fans whose connection to basketball extends well beyond watching matches.