By Johnny Askounis/ info@eurohoops.net
MEXICO CITY – Sprite has launched a massive global overhaul. Speaking exclusively with Eurohoops at the NBA Global Games in Mexico City, Oana Vlad, Global Brand VP, and Mickael Vinet, Global VP of Sports, Music & Entertainment Marketing, broke down the soft drink giant’s next chapter.
A $21 billion brand. Yet, leadership wants to accelerate growth by embedding the product directly into modern sports culture. “Sprite is huge. It’s an icon. It’s a $21 billion brand, but we have an ambition to grow much faster, and there’s still so much upside for growth,” Vlad stated.
This isn’t a temporary marketing campaign. Sprite has officially reclaimed its title as the Official Global Soft Drink Partner of the NBA.
While Coca-Cola remains the company standard for worldwide presence, executives hold the same vision for Sprite, building on a deep NBA heritage that originally started back in 1986. Basketball provides that scale.
“When you look at reintroducing a brand, I think it’s important to look at everything from the design of the package, the visual identity system to the level of creativity to our innovation platforms and really importantly to how the brand participates in culture to connect with people,” said Vlad, noting that the changes hit every facet of the business.
“Any time that we look at partnerships for a brand, it has to be a match from a value standpoint. So if you think about basketball, you think about progressiveness, inclusivity, high energy. Those are all things that are really, really important to the Sprite brand, which makes the sport a perfect, a really perfect fit,” she added.
Under the new campaign, ‘Never Stop Refreshing the Game’, the company wants to move beyond passive sponsorship to actively impact the sport. This weekend, fans saw that philosophy in action as Nikola Jokic and the Denver Nuggets faced the Indiana Pacers in Mexico City.
Nikola Jokic era, tapping into EuroLeague fandom
The company’s international expansion focuses heavily on European communities. Sprite is targeting overseas fans alongside the traditional NBA audience.
“We looked at how do we make sure we have the right partnerships to be in the communities that matter the most, so the NBA fandom community. The EuroLeague fandom community, the great followings of Anthony Edwards and Nikola Jokic,” Vlad mentioned.
She pointed out that ‘Nikola Jokic is truly a global game’, making him perfect for an international audience.
This push relies on a dual-ambassador setup featuring Minnesota Timberwolves star Anthony Edwards and Serbia’s Jokic.
“We have two partners that could not be more different, but are so unique and charming in their own ways, and getting to know Nikola also through the creative process, he’s amazing,” Vlad noted.
The Initial commercial spot focused on Jokic’s dry humor. “The asset when we announced the partnership with him was on this idea of him making jokes and not being very good at it, but he’s naturally lovable, charming, and he is the top of the game.”
When asked if the Serbian superstar actually good at delivering those punchlines on set, Vinet laughed and confirmed his natural timing. “Yeah, absolutely. That’s why I think he’s such an amazing athlete, and humble and caring of where he comes from, his country, as a human being amazing.”
Management views this partnership as a generational milestone, predicting that fans will look back at this era as the ‘Nikola Jokic generation’. Upcoming advertisements will showcase unexpected sides. “You’ll see some things that are unexpected and maybe even celebrate parts of his world that aren’t just basketball,” Vlad teased.
“I cannot share everything. What I can share, is he is such a phenomenal player, such a phenomenal ambassador for the brand. What we love is that between Anthony Edwards and Nikola Jokic we have amazing best talents on the court,” continued Vinet. “It is all about understanding, he himself, who he is.”
Long-term blueprint
From an execution standpoint, this renewal is a permanent commitment. Vinet explained that the goal is to build deep, multi-decade ties with hoops fans. “The intent is to bring, to create deep connection with basketball fans around Sprite for the long term,” he said. “We want basketball to be for Sprite what football is for Coca-Cola.”
“Basketball passion is rising around the world. One billion NBA fans, and 75% outside the US. So it’s truly a global sport, a global passion, a global platform,” he added, describing a massive platform for their message.
Vinet noted that decades of sports marketing have taught them that success requires an authentic voice. They aren’t interested in recycling old ideas.
“We understand how to be cultured. Relevance. It was not just about associated. It is about creating content, having a tone and a voice. That was relevant, and we need to have the same idea, but in what we need to be in basketball. Go faster,” he explained.
Sprite tracks fan conversations across different countries simultaneously using real-time digital insights. This feedback loop lets local teams tweak creative messaging instantly. Furthermore, they are throwing out any scripts. The brand wants to invite star ambassadors into the production process.
“What will come more and more is to give them their voice. Not just what we tell them, what we want to do. That’s there. But explaining to them what we want to do and giving them the opportunity to be part of the development,” Vinet stated.
Paris, Manchester, and the street scene
The journey started in Mexico City because of the market’s high energy. “We try to provide support through our partnership and then we co-create a plan,” Vlad said.
They already built the weekend events around ‘spice’ to pay homage to the local cuisine, but preparing more of the same as they hit major cultural hubs with Paris and Manchester among the approaching NBA global games.
Vinet revealed that internal excitement among bottlers and retail partners is already high. “I can tell you that the excitement is there,” he said.
The stops at Paris and Manchester are events that will share a basic structure with the Mexico City games, but local teams will change the details. “The way people engage and the way we communicate and what we do, so you will not see exactly the same,” Vinet explained.
“They took the angle with spicy here because we are in the world’s spiciest cuisine, but for Paris and Manchester, I think you’ll find nuances and uniqueness to the local markets, which will be amazing,” furthered Vlad.
Sprite is also looking past traditional 5-on-5 games toward street basketball. While keeping specifics quiet for next year, Vinet confirmed that various street basketball tournaments are in development.
“The truth is we don’t know yet what what it will be, and we are working on different ideas. There is already street basketball activities in the system that are coming, but I think we need for this part, let’s wait a little bit next year,” he noted. “This is the beauty of projecting this collaboration on a long term. Is that of course we want immediately to be present, to be active everywhere.”
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