Sprite Signs Nikola Jokić to Join Anthony Edwards in Global Basketball Campaign

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Sprite has added three-time NBA MVP Nikola Jokić to its global basketball roster, where he joins Minnesota Timberwolves guard Anthony Edwards as a face of the brand’s worldwide campaign. The announcement, made in Atlanta on 13 October, is the latest step in Sprite’s return to basketball after the drink became the NBA’s official Global Soft Drink partner earlier this year.

Two NBA players in green Sprite jackets sit in a locker room holding cans; lockers behind read Nikola Jokić and Anthony Edwards.

The signing builds on “Never Stop Refreshing the Game”, the global basketball platform Sprite launched alongside its partnerships in March. The platform celebrates the evolution of basketball culture and the people shaping its future, and Jokić and Edwards will front its campaign films together.

Sprite’s ties to the league go back almost four decades. The brand first partnered with the NBA in 1986, and over the years it has positioned itself at the meeting point of sport, music, fashion and street culture. Campaigns such as “Obey Your Thirst” became part of basketball’s wider cultural story, and the new partnership signals the brand’s intention to revive that legacy for a new generation of fans.

Smiling man in a green Sprite jacket holds a Wilson basketball in an empty arena, with a hoop and neon green signs behind him.

Jokić arrives at a high point in his career. The Denver Nuggets centre, an NBA Champion, was recently named the number one player for the 2026–27 season in ESPN’s NBA Rank, the third consecutive year he has topped the list. Known for his precise passing and unselfish style of play, he also brings significant international reach, with a fan base that stretches from North America to Europe.

“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, an Olympic gold medallist and four-time NBA All-Star, has become one of the league’s most recognisable young players, known for his athleticism, clutch shooting and charisma. He pointed to Sprite’s history of memorable campaigns, saying the new platform reminds players “to give it their all and stay true to who they are every time they step on the court.”

Man in green Sprite jacket holds a giant Sprite can and basketball in a lit basketball arena, with IT’S THAT FRESH signs behind him.

Javier Meza, President of Marketing and Europe CMO at The Coca-Cola Company, said the two players “embody the authenticity and self-expression at the heart of both basketball and Sprite,” adding that the partnership would help the brand “refresh the game for fans across Europe and beyond.”

That European focus is central to the campaign. As the NBA continues to expand internationally, Sprite plans to follow the league through its Global Games series. Activations begin around the NBA Mexico City Game 2026, where Jokić and the Nuggets will face the Indiana Pacers. Sprite will then look ahead to the NBA Paris and Manchester Games in early 2027, both seen as significant moments for the league’s growing European audience.

Fans will also be able to take part away from the arena. Limited-edition NBA-themed Sprite packaging features scannable QR codes that unlock prizes, including VIP tickets, exclusive NBA x Sprite merchandise, and meet-and-greet opportunities at the Paris and Manchester games.

With an MVP and one of the sport’s rising stars now leading its campaign, Sprite is betting that basketball’s global growth will keep its brand at the centre of the game.

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