If you thought Sprite was just sitting on the sidelines, think again. The iconic beverage brand is making a major statement in the basketball world with a brand-new collection of limited-edition cans that celebrate both NBA teams and the rising stars of Unrivaled women’s basketball. This isn’t just another marketing play: it’s a full-court press that honors local fandom, basketball culture, and the athletes pushing the game forward.
For food and beverage professionals watching consumer trends, this launch is a masterclass in regional marketing, sports partnerships, and how legacy brands stay relevant by championing the next generation of athletes. Let’s break down what makes this campaign a slam dunk.
The Obey Your Thirst Legacy Continues
Sprite’s relationship with basketball culture runs deep. For decades, the brand has been synonymous with the sport through iconic campaigns like “Obey Your Thirst,” which encouraged authenticity and self-expression. From legendary partnerships with NBA superstars to supporting emerging talent like current brand partner Anthony Edwards, Sprite has consistently shown up for the game: and the culture surrounding it.
This latest drop continues that legacy while expanding it in a meaningful direction: women’s basketball. Through a multi-year partnership with Unrivaled, Sprite is doubling down on its commitment to supporting female athletes who are not just playing the game but fundamentally changing it. In an industry where representation matters and consumer values are shifting toward inclusivity, this move positions Sprite as more than a beverage brand: it’s a cultural participant.
17 NBA Teams Get the Sprite Treatment
The collection features designs for 17 select NBA teams spanning the league from coast to coast. Each can serves as a visual homage to its city, capturing the energy, attitude, and local pride that define basketball culture in markets like:
- Atlanta Hawks
- Cleveland Cavaliers
- Dallas Mavericks
- Detroit Pistons
- Los Angeles Clippers
- Memphis Grizzlies
- Milwaukee Bucks
- Minnesota Timberwolves
- New Orleans Pelicans
- Oklahoma City Thunder
- Philadelphia 76ers
- Phoenix Suns
- Portland Trail Blazers
- Sacramento Kings
- San Antonio Spurs
- Utah Jazz
- Washington Wizards
These aren’t generic designs slapped with team logos. Each can is crafted to reflect the unique personality and vibe of its respective city: from the grit of Detroit to the sun-soaked energy of Phoenix. For fans, these cans become more than a collectible; they’re a symbol of who they root for and where they’re from. It’s hyper-local marketing done right, and it taps into the kind of regional pride that drives both brand loyalty and social media buzz.
For retailers and food and beverage managers, this presents a significant opportunity. Limited-edition products like these drive foot traffic, create urgency, and encourage repeat purchases as consumers hunt down their team’s can. From now through March, these cans will be available at select retailers across their respective local markets: making them prime real estate for end-cap displays and promotional tie-ins.
Unrivaled: Elevating Women’s Basketball
While the NBA cans celebrate established fan bases, the Unrivaled collection represents something bigger: Sprite’s investment in the future of women’s basketball. The brand’s multi-year partnership with Unrivaled isn’t just about putting names on cans: it’s about amplifying voices, supporting athletes, and helping shape the narrative around women’s sports.
The Unrivaled collection features two distinct can designs, each spotlighting four powerhouse players who are redefining the game:
Can 1:
- Lexie Hull
- Brittney Sykes
- Napheesa Collier
- Skyler Diggins
Can 2:
- Kate Martin
- Dearica Hamby
- Rhyne Howard
- Breanna Stewart
These athletes represent the best of women’s basketball: skill, determination, and the kind of star power that’s driving unprecedented growth in the sport. Breanna Stewart is a four-time WNBA champion and two-time MVP. Napheesa Collier is a defensive force and WNBA All-Star. Kate Martin’s meteoric rise has captured fan attention across social media platforms. Each player brings something unique to the court, and Sprite is giving them the platform they deserve.
The Unrivaled cans will be available in the Northeast, Las Vegas, and Florida markets: strategic regions with strong basketball followings and growing women’s sports audiences. This targeted distribution approach allows Sprite to test and refine the campaign in key markets before potential expansion.
Design That Tells a Story
What sets this campaign apart from typical sports partnerships is the attention to design. Each can is more than branded packaging: it’s a piece of visual storytelling that honors the city, the team, and the culture that surrounds basketball. From color palettes to graphic elements, these designs capture the essence of local fandom while maintaining Sprite’s signature aesthetic.
For the beverage industry, this represents an evolution in how brands approach limited-edition releases. Gone are the days of simply slapping a logo on existing packaging. Today’s consumers: especially younger demographics: expect thoughtful design that reflects their identity and values. Sprite delivers on that expectation by creating cans that fans actually want to collect, display, and share on social media.
From a food and beverage management perspective, this campaign also demonstrates the power of co-branding done right. By partnering with both established NBA franchises and emerging women’s basketball talent, Sprite creates multiple entry points for consumer engagement. It’s a strategy that other beverage companies and foodservice brands should take note of, particularly as sports partnerships become increasingly sophisticated.
Sprite Squad: From Can to Court
But Sprite didn’t stop at creating collectible cans. The brand has integrated digital engagement through the Sprite Squad portal, accessible by scanning any can in the collection. Fans who scan unlock exclusive opportunities including:
- Limited-edition merchandise
- Game day tickets
- Prize perks and giveaways
This scan-to-win model bridges the gap between physical product and digital experience: a crucial strategy in today’s beverage industry. It creates multiple touchpoints with consumers, drives data collection, and builds a community around the brand that extends beyond the point of purchase.
For restaurant operators and foodservice professionals, this kind of integrated marketing presents interesting opportunities for partnerships and promotions. Imagine sports bar promotions tied to Sprite Squad giveaways, or retail displays that encourage customers to scan and engage right at the point of sale. The possibilities for food and beverage services to leverage this campaign are significant.
What This Means for the Food and Beverage Industry
Sprite’s limited-edition campaign offers valuable lessons for food and beverage companies looking to connect with younger consumers and stay culturally relevant:
Regional Marketing Works: Hyper-local campaigns that celebrate specific communities drive stronger emotional connections than broad, generic messaging.
Representation Matters: Supporting women’s sports isn’t just the right thing to do: it’s smart business. Women’s basketball viewership and fan engagement are skyrocketing, and brands that show up early will reap the benefits.
Design is Product: In an age of social media, packaging is marketing. Thoughtful, collectible design turns products into content and consumers into brand ambassadors.
Digital Integration is Essential: Physical products need digital components to maximize engagement and create lasting relationships with consumers.
The campaign also reflects broader food and beverage trends around authenticity and cultural participation. Today’s consumers: particularly Gen Z and younger Millennials: want brands that stand for something beyond just selling products. Sprite’s long-standing commitment to basketball culture, combined with this meaningful investment in women’s sports, positions the brand as a participant in the conversation, not just an advertiser.
Get Your Cans While You Can
These limited-edition Sprite cans are available now through March at select retailers across their respective markets. For collectors, basketball fans, and anyone who appreciates clever beverage marketing, this is your chance to grab a piece of sports history.
Whether you’re stocking up on your local NBA team’s design or hunting down the Unrivaled collection to support women’s basketball, these cans represent more than just a refreshing lemon-lime soda: they’re a statement about who you root for and what you value.
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For more on how beverage brands are leveraging partnerships and limited-edition releases, check out our coverage of Willie Nelson’s Willie’s Remedy raising $15M to take THC drinks nationwide and learn about innovative RTD leader BeatBox’s latest flavor innovations.
The game is changing, and Sprite is making sure it’s on the right side of history: one limited-edition can at a time.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
