Sprite Launched Global NBA Marketing Campaign
The beverage brand tapped Nikola Jokić and Anthony Edwards to lead its international 'Never Stop Refreshing the Game' initiative.
Updated on Oct. 12, 2026 in Basketball
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Sprite has unveiled its new 'Never Stop Refreshing the Game' campaign, starring NBA stars Nikola Jokić and Anthony Edwards. The effort seeks to tap into the surging global interest in basketball through creative advertisements and community court refurbishments.
Why it matters
Sprite is aiming to capitalize on the rapidly growing international reach of the NBA, which recently experienced a massive surge in global viewership. By leveraging popular players, the brand hopes to strengthen its footprint in key markets ahead of the upcoming basketball season.
Live NBA coverage reached 1.3 billion hours globally during the 2025-2026 season, representing a 93% increase compared to the prior year.
The players
Nikola Jokić
He is a star NBA player for the Denver Nuggets who is featured in the new Sprite marketing campaign.
Anthony Edwards
He is a professional basketball player in the NBA who appears alongside Nikola Jokić in the promotional spots.
The details
The campaign features television spots showing Nikola Jokić attempting stand-up comedy alongside his basketball highlights. Additionally, the brand is rolling out limited-edition cans containing QR codes that allow fans to enter for prizes.
Timeline
The NBA's 'It's That Fresh' campaign launched in March.
NBA coverage reached 1.3 billion hours during the 2025-2026 season.
The 2026 NBA season begins Oct. 20.
The Denver Nuggets will face the Indiana Pacers in Mexico City on Nov. 7.
Season Trajectory
The campaign reflects the growing internationalization of basketball, following the established precedent of the NBA Global Games held in cities like Macao, Berlin, and Paris.
Fans can scan QR codes on special edition cans to enter for prizes as part of the promotion. The Denver Nuggets and Indiana Pacers are scheduled for a regular season matchup in Mexico City on Nov. 7.
The takeaway
The campaign signals that consumer brands are increasingly viewing the NBA as a primary vehicle for reaching global audiences. Fans looking to engage with the brand can check local retailers for the promotional cans as the season kicks off.
Further reading
For more on the league, visit our Basketball page.
Live Poll
Does seeing professional athletes in brand advertisements make you more likely to purchase those products?
