College hoops fans can once again raise a bottle of Coca-Cola, Coke Zero or Diet Coke to their favorite teams all tournament long through a NCAA March Madness promotion on CokeStore.com. Commemorative 8-oz. glass bottles – which can be ordered at Cokestore.com through April 15 – feature team logos, nicknames and battle cries for more than 50 schools.

“These limited-edition bottles make for the perfect refreshment for fans hosting game-watching parties, celebrating a title run and more,” said Todd Skidmore, senior manager, eCommerce, Coca-Cola North America. “It’s a unique way to connect with your favorite team and share that fandom in a unique and relatively inexpensive way.”

An estimated 185 million people tune into March Madness, making it one of the largest home-viewing experiences in all of sports. “March Madness is a cultural phenomenon, and the most passionate fans of March Madness are the college and university students and alumni, especially at this point in the season,” said Kasia Horner, who leads NCAA sports marketing for Coca-Cola.

The March Madness bottles debuted in 2017 and were a such a hit with fans that Coca-Cola decided to extend the concept year-round to college football, Major League Baseball (MLB) Major League Soccer (MLS) and NASCAR.

Coke’s NCAA® March Madness® Bracket Refresh digital promo is back this year, too. Until noon ET on March 15, fans could earn a team in the promotion’s tournament bracket with each smartphone scan or online entry of a participating product code on Coke.com/bracketrefresh or POWERADE.com/bracketrefresh.

Bracket Refresh

Fans can earn digital content, movie gift cards and online retailer gift cards and be entered into the Grand Prize Sweepstakes for the chance to win $25,000.

"When you scan a code, you’ll receive a seed," Horner explians. "And not just any seed. You’ll receive a seed in the Sweet Sixteen, giving you the chance to win prizes as that team advances. So, in this year if historic upsets and unpredictable moments, we’re offering consumers a chance to get back into the game after their office bracket is busted!” 

Coca-Cola (“Basketball”, “Tailgating”, “Murals” and “Coke Zero Sugar Bus Stop”) and POWERADE (“Ankles”) will feature new advertising during the March Madness broadcasts.

Coca-Cola is the official fan refreshment of the NCAA. As the official sports drink of the NCAA, POWERADE will be on the sidelines of all tournament games to help athletes hydrate and power through.

When the tournament culminates in San Antonio later this month, Coca-Cola, Diet Coke and POWERADE will refresh Final Four fans all weekend long with mobile sampling on pedi-cabs and the San Antonio River Barges. The Coca-Cola Music concert at Hemisfair Park will feature headliner Imagine Dragons and other acts and the Coca-Cola Kitchen will be on site to delight and refresh concertgoers.

The POWERADE Combine will feature jaw-dropping demonstrations from the POWERADE Dunk Team and give fans the chance to participate in a “backboard-shattering” dunk experience where they can share hyperbolic videos on social media.

Coca-Cola will deliver a final surprise on April 2 at the end of the championship game by giving fans of the winning team the chance to celebrate in real time with commemorative cans as they exit the stadium.