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 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 and

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 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

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