Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Beverage NewsCarbonated Soft DrinksSports Drinks

Coca-Cola tips off NCAA Men’s Final Four celebrations

news
April 1, 2013

The Coca-Cola Co., Atlanta, plans to host events for fans of all ages in the company’s hometown during the 2013 National Collegiate Athletic Association (NCAA) Men’s Final Four weekend, which also is taking place in Atlanta. Coke Zero, the official fan refreshment of the NCAA, and Powerade, the official sports drink of the NCAA, will be the dominant players in the company’s celebrations, it says.

“We’re thrilled the passion and energy of the NCAA Men’s Final Four is coming to our hometown,” said Sharon Byers, senior vice president of entertainment and sports marketing for Coca-Cola North America Group, in a statement. “It’s one of the most exciting times in all of college sports. It’s just as much about the family fun, outdoor activities, music and entertainment experiences that surround the tournament as it is the games themselves. The Coca-Cola Co. is committed to making Final Four weekend legendary for the city of Atlanta and all those who are here to join in the fun.”

Below are some of the events The Coca-Cola Co. has planned for the Final Four celebrations.

“Conan” Live from the Tabernacle (April 1-4) — Along with Turner Broadcasting System Inc. (TBS), Atlanta, Coca-Cola is putting a different spin on March Madness to unite basketball, music and comedy in a way that transforms the Final Four into the “Funny Four,” it says. With Coke Zero as a presenting sponsor, TBS’s late-night series, “Conan,” is heading to Atlanta for a week of filming. Fans interested in attending the shows from April 1-4 can visit http://teamcoco.com/atlanta to enter an online drawing for tickets.

Powerade 3v3 Tournament (April 5 -7) — To promote the importance of active living, Powerade is hosting a collegiate three-on-three tournament series. The winning teams will advance to the championships at Bracket Town Refreshed by Coke Zero where they will compete in front of thousands of fans during the NCAA Men’s Final Four weekend.

Bracket Town Refreshed by Coke Zero (April 5-8) — Bracket Town will offer fans of all ages a chance to meet legendary coaches and players, sign up for daily youth clinics and participate in many different sport activities at the Georgia World Congress Center. Tickets are available at the door for $10 for adults and $6 for children 11 and younger.

The Coke Zero Countdown Concert (April 6) — As part of The Big Dance Concert Series produced by Turner Live Events and the NCAA, The Coke Zero Countdown Concert, hosted by comedian Andy Richter, will feature Muse as the headlining band at Centennial Olympic Park at noon followed by Macklemore and Ryan Lewis, Flo Rida and Ludacris. The concert is free to the public and portions of the show will stream live on teamcoco.com and bleacherreport.com.

Powerade Youth Clinics (April 6) — The NCAA Youth Clinics are a community outreach program that connects children in third grade through eighth grade, with select championships. Participants can experience basketball clinic instruction from NCAA coaches and student-athletes while also getting tips about how to live active and healthy lifestyles. The event is free but requires pre-registration at ncaa.com/final-four.

NCAA Final Four Dribble Fueled by Powerade (April 7) — Encouraging fun, healthy, active living for Atlanta’s youth, as many as 3,000 Atlanta-area kids will join the NCAA and Powerade for the Final Four Dribble. The event will kick off at 11:30 a.m. at the Georgia World Congress Center. The Final Four Dribble is free, but requires pre-registration at ncaa.com/final-four.

The World of Coke Honors the NCAA — In March and April, The Coca-Cola Co. celebrates the 75th Celebration of the NCAA men’s college basketball tournament with an exhibit commemorating the top moments, players and teams in the 75-year tournament history. This historical exhibit captures the best NCAA college basketball student-athletes who have made their mark on the court during the Final Four. Discounted tickets are available at Publix stores.

Black and Red All Over — During the first week of April, Coca-Cola also will have a visible presence in many of Atlanta’s most famous landmarks and at venues including the Georgia Dome, Marta Station, Centennial Olympic Park and Lenox Mall, including a special NCAA March Madness billboard featuring artwork of the city skyline, including the Georgia Dome and The Coca-Cola Co.’s headquarters, overlaid by an image of a basketball player making a slam-dunk.

Fans also have the chance to “Buy, Get, Play” — “Buy” Coke Zero, “Get” NCAA gear, and “Play” the Coke Zero Bracket Challenge. Through My Coke Rewards codes, fans can redeem gear from their favorite school and receive a team in the 2013 Coke Zero Bracket Challenge for a chance to win the $100,000 grand prize.

Powerade is launching the next iteration of its “Power Through” campaign in time for the Final Four as well. The brand will reward select fans with NCAA gear, the chance to win a coaching session with an NCAA legend, as well the tools to help young athletes “Power Through.”

More information on activities planned by the NCAA and The Coca-Cola Co. during the NCAA Men’s Final Four can be found at ncaa.com/final-four.

KEYWORDS: Coke Zero March Madness NCAA Final Four powerade The Coca-Cola Co.

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Alternative Drinks
    By: Lauren Sabetta
  • Younger generation displays unique habits when it comes to beverage consumption

    Generation Z shakes things up in beverage

    Experts share that Gen Z is changing the standard on what...
    Beverage News
    By: Chloe Alverson
Subscribe For Free!
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

halfday sodas

Beverage-makers turn to fiber, prebiotics and more to support consumer needs

Anheuser-Busch Brewing Futures

Anheuser-Busch announces $300 million investment in US manufacturing

Alani Nu

Alani Nu surpasses $1 billion in retail sales

Vote for your favorite new product

Have your say in what makes it to the top this month!
Vote for your favorite new product and help us celebrate excellence.


VOTE NOW!

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

June 5, 2025

Heat-Resistant Molds 101: Fundamentals and Prevention Strategies for Better Beverage Quality

Learn about the spoilage challenges and operational bottlenecks that ascospores can pose to your quality program if detection is delayed, or worse – not detected at all. Subject matter experts will cover the basics of these bugs and real-world impacts of insufficient quality methods to help you beat the heat … resistant mold.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Coca-Cola

    The Coca-Cola Co. amps up Final Four fun

    See More
  • Beverage News

    Swire Coca-Cola finalizes refranchising from The Coca-Cola Co.

    See More
  • CocaCola_ZeroSugarByte_900.jpg

    Coca-Cola Creations unveils newest beverage: Coca-Cola Zero Sugar Byte

    See More
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing