College football fandom is thirsty work.
That’s why Coca‑Cola® Zero Sugar is launching a nationwide search this month for the “Best Fan Ever,” culminating with the first-ever “FIL” deal – fan-image-likeness deal – Coke’s fan-centric spin on NIL (name, image and likeness) deals that compensate collegiate student athletes for their role in marketing and promotional campaigns.
Coke Zero Sugar ambassadors will travel to six high-profile college football games on a scouting mission to find the hardest-working, most fanatical fans who go above and beyond to passionately support their squads. The search kicked off Oct. 7 at two marquee matchups—Michigan vs. Minnesota and Texas vs. Oklahoma—and continues Oct. 14 with Arkansas vs. Alabama, Oct. 21 with Utah vs. USC and Penn State vs. Ohio State and Oct. 28 with Oregon State vs. Arizona.
Fans attending Coca‑Cola partner schools can opt into the contest by submitting a photo and video onsite via the brand ambassadors. Coke Zero Sugar will narrow the pool down to four finalists to face off in a bracket-style poll on the brand’s Instagram channel in November.
Coke Zero Sugar will crown one individual as the season’s “Best Fan Ever” with a bronze trophy and “FIL” deal including $20,000 to cover travel to away games in the 2024 college football season, inclusion in at least one Coke Zero Sugar 2024 promotion and an exclusive gameday experience during the 2024 college football season at a Coke partner school of choice.
Three runners-up each will receive a unique gameday experience during the 2024 college football season at a Coke partner school of their choice, a $100 Coke Store gift card and Coke Zero Sugar merchandise. Learn more at promotion.coke.com/bestfanever.
The activation is part of a robust Coke Zero Sugar fall football campaign that includes a new TV commercial, outdoor media, social/digital activations, in-store marketing and more. Heisman Trophy winner and college football analyst Matt Leinart is teaming up with the brand for the program.
“As a former professional and collegiate quarterback, I know firsthand the impact fans can have on a game,” Leinart said. “That’s why I’m excited to be partnering with Coke Zero Sugar to help recognize and reward the best fans in college football – the ones cheering the loudest, tailgating the longest and giving their all for their team.”
“Best Fan Ever” is a fan-focused expression of the “Best Coke Ever?” campaign launched in 2021 to introduce Coke Zero Sugar’s reformulated recipe.
“Since introducing our “Best Coke Ever?” platform in 2021, Coke Zero Sugar has increasingly been associated with celebrating fandom, and we know that college football fans are some of those most passionate fans in sports,” said Sue Lynne Cha, Vice President of Marketing, Coca‑Cola Trademark, Coca‑Cola North America. “Coke Zero Sugar knows that fan work is thirsty work, and don’t the best fans ever deserve the ‘Best Coke Ever?’”