Sprite Adds Nikola Jokić to Its NBA Lineup Alongside Anthony Edwards
The soda brand is deepening its "Never Stop Refreshing the Game" platform with custom player cans, QR-code rewards, and a run of international NBA games.
Sprite is building out its basketball bench. The Coca-Cola brand added NBA star Nikola Jokić to its "Never Stop Refreshing the Game" platform, joining frequent partner Anthony Edwards as the campaign's lead faces.
The expanded push centers on limited-edition cans featuring both players, each carrying a QR code that unlocks VIP ticket access and other digital rewards for fans. It's a small but telling shift in how beverage brands are using packaging as a direct line to ticketing and loyalty perks rather than just shelf appeal.
The campaign also comes with real international reach. Sprite is tied to the NBA Mexico City Game between the Denver Nuggets and Indiana Pacers on November 7, plus league games scheduled in Paris and Manchester, England, in early 2027. Pairing Jokić, a global star with massive reach in Europe, with Edwards, one of the NBA's most online American players, gives Sprite a roster built for exactly that kind of international expansion.
Source: Ad Age
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
