Pepsi is commemorating the New York Knicks’ historic NBA Championship with a new limited-edition packaging and promotional campaign ahead of the 2026-2027 season.
The campaign asserts that “Champions Deserve Pepsi” and will feature out-of-home advertising throughout the Tri-State area featuring fan imagery from last season’s Finals.
The company teamed with the Knicks’ legendary point guard John Starks to unveil the packaging, which also includes QR codes where fans can enter sweepstakes to win Knicks tickets.
In addition to the out-of-home advertising and limited-edition packaging, Pepsi is giving 94 fans a chance to visit Madison Square Garden. (The 94 is a nod to the team’s 94-90 game 5 victory that secured the championship.)
“The fans have inspired this campaign from the beginning,” said Gustavo Reyna, vice president of marketing for Pepsi, in a statement. “Every step of the way, we’ve seen how they were showing up for the Knicks and found new ways to show up for them. Champions Deserve Pepsi is the next expression of that, celebrating an incredible championship and the New Yorkers who were there for it.”
The “Champions Deserve Pepsi” campaign is a follow-up to the brand’s “Fans Deserve Pepsi” campaign that featured a collector-can scavenger hunt across Manhattan’s five boroughs and an outdoor effort that featured photos of Knicks fans across New York.