Fresh off the New York Knicks’ championship, Pepsi is launching a celebration across New York City and the tri-state area to honor both the team and the fans who cheered them on.

The soft drink brand has unveiled its “Champions Deserve Pepsi” campaign ahead of the 2026-27 season. The rollout features limited-edition 16-ounce Pepsi x Knicks Championship cans, along with special 20-ounce Pepsi and Pepsi Zero Sugar bottles, now available.

Knicks legend John Starks kicked off the campaign by surprising fans across the city with an early preview of the commemorative cans.

“Once a Knick, always a Knick, but the real honor is being part of this fan base for life,” Starks said in a statement. “New York fans bring an energy you can't find anywhere else, and they deserve to be at The Garden celebrating this team.”

As part of the promotion, Pepsi is holding a sweepstakes offering fans a chance to score tickets to Madison Square Garden. In a nod to the Knicks’ 94-90 Game 5 victory that sealed the 2026 title, 94 fans — one for every point scored in the deciding game — will win entry to a game at The Garden by scanning QR codes on the limited-edition bottles and cans.

New digital billboards featuring real fan imagery taken during the playoff run will also hit New York City streets as opening night approaches at Madison Square Garden.