SPRITE EXPANDS GLOBAL BASKETBALL FOOTPRINT WITH NBA’S NIKOLA JOKIĆ AND NEW PLATFORM

Sprite has unveiled its new global basketball platform, “Never Stop Refreshing the Game,” featuring three-time NBA MVP Nikola Jokić alongside Olympic Gold Medalist Anthony Edwards. Building on its renewed NBA partnership, the brand aims to celebrate basketball’s evolving culture, spotlighting athletes, creators and communities that shape the sport worldwide.

Sprite has strengthened its global basketball presence with the launch of its new platform, “Never Stop Refreshing the Game,” fronted by three-time NBA MVP and champion Nikola Jokić alongside Olympic Gold Medalist Anthony Edwards. The initiative builds on Sprite’s renewed role as the NBA’s Official Global Soft Drink, announced earlier this year, and underscores the brand’s ambition to remain at the heart of basketball culture worldwide.  

For Sprite, this latest move is more than a sponsorship—it is a statement of intent. Since first partnering with the NBA in 1986, the brand has consistently positioned itself at the intersection of sport, fashion, music and culture. Over the decades, Sprite has become synonymous with basketball’s evolution, connecting with generations of fans through campaigns that have transcended advertising to become cultural touchstones. From grassroots courts to the sport’s grandest stages, Sprite has maintained a presence wherever basketball culture has thrived.  

The new platform seeks to amplify that legacy by spotlighting the athletes and communities who continue to redefine the game. Jokić, celebrated for his unique style of play and dominance on the court, joins Edwards, whose energy and charisma have made him one of the NBA’s most exciting young stars. Together, they embody the spirit of reinvention and authenticity that Sprite aims to champion.  

Oana Vlad, Global Brand Vice President of Sprite, explained the ethos behind the campaign: “‘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. By spotlighting original voices and game changers, delivering fresh entertainment, and giving fans access to experiences they might not otherwise have, we’re committed to helping move the game forward. Nikola and Ant represent that spirit perfectly.”  

The campaign reflects a broader trend in brand partnerships, where success is measured not simply by visibility but by cultural resonance. Sprite’s strategy is to create experiences that fans return to, ensuring the brand remains embedded in the rhythm of basketball life. By aligning with athletes who embody authenticity and innovation, Sprite reinforces its role as a cultural connector rather than a mere sponsor.  

As basketball continues to expand its global footprint, Sprite’s renewed commitment positions it as a brand that celebrates both the sport’s heritage and its future. With Jokić and Edwards leading the charge, “Never Stop Refreshing the Game” promises to deliver fresh narratives, memorable moments and a deeper connection between fans and the culture that surrounds the sport.