Houston will be a hotbed of hoops this weekend as basketball fans from across the country descend on the Texas city to cheer on their teams in the NCAA® Men’s Final Four®. The Coca-Cola Company is once again joining the thrill of the Division I Men’s basketball season finale with a series of entertaining events and activations.

Coca-Cola, Coke Zero and POWERADE will be at the center of the action in Houston, bringing fans’ passions for sports, music and entertainment to life.

“As a longstanding Corporate Champion of the NCAA, Coca-Cola invites fans to enjoy Final Four weekend with great-tasting refreshment and action-packed events in Houston,” said Peggy Loos, vice president, Connections Activation, Coca-Cola North America. “Whether it’s practicing your basketball skills, attending a music concert or trying a little Texas-style mechanical bull riding, there’s something for everyone to enjoy, along with a refreshing Coca-Cola beverage.”  

Houston map

For fans who will be in the great city of Houston this weekend, here’s a taste of what you’ll see from Coca-Cola, Coke Zero and POWERADE:

Coca-Cola Music Mix

As part of the NCAA March Madness Music Festival at Discovery Green on Saturday, April 2, the Coca-Cola Music Mix concert will feature Kendrick Lamar, Twenty One Pilots, Jason Derulo and Conrad Sewell. The concert is free, open to the public and will be live streamed at www.ncaa.com/musicfest.

At the festival, fans can also stop by the Coca-Cola Sound Bar to enjoy the latest tunes while practicing their lip syncing and dancing skills and enjoying an ice-cold Coca-Cola beverage. The Coca-Cola Sound Bar marks the official start of the "Share a Coke and a Song" experiential tour that will stop at major music events across the country all summer long. 

Mini Cans: Coca-Cola, Coke Zero, Diet Coke

Coke Zero at Final Four

Coke Zero is the official fan refreshment of the NCAA Final Four. As part of its “You Don’t Know Zero Until You’ve Tried It” campaign, Coke Zero is inviting fans in Houston to try Coke Zero. People can enjoy fun Coke Zero activities at the March Madness Music Festival including Texas-style mechanical bull riding, photo booths and a Coke Zero sampling station.

Also, participating Uber and Enterprise vehicles throughout downtown Houston will be stocked with Coke Zero for fans to try all weekend long.

POWERADE Court at Final Four Fan Fest

POWERADE is the official sports drink of the NCAA Final Four. Friends and families can practice their basketball skills and watch some of basketball’s most celebrated all-stars dunk hoops at POWERADE Court at the Final Four Fan Fest Presented by Capital One®. The event is April 1-4 at George R. Brown Convention Center. Tickets are on sell at the door. For more information, visit http://www.ncaa.com/final-four.

Final Four Dribble Fueled by POWERADE

Thousands of fans will join the NCAA and POWERADE for the Final Four Dribble on April 3. Families will parade through the heart of downtown Houston, led by NBA great Kenny Smith. The event is free, but requires pre-registration at http://www.ncaa.com/final-four/final-four-dribble.


The NCAA Youth Clinics are a community outreach program, and during Final Four weekend, youth will receive basketball clinic instruction from NCAA coaches and student-athletes. The free clinics are held April 2, but require pre-registration at http://www.ncaa.com/final-four/coke-youth-clinics.

The Coca-Cola Company has been a proud corporate champion of the NCAA for the past 14 years, bringing great-tasting refreshment and experiences to sports fans nationwide.

“Each Final Four, Coca-Cola aims to make the host city experience even more memorable for fans who join us in celebrating the excitement of college athletics, and this year is no different,” said Kasia Horner, Coca-Cola Sports Marketing – NCAA, Coca-Cola North America. “Through our Final Four partnership with NCAA, CBS and Turner, our goal is to deliver new and engaging sports, music and entertainment experiences for fans time and time again.”

Coca-Cola also will help bring activations to life at the NCAA Women’s Final Four this weekend in Indianapolis.


NCAA, Final Four, March Madness and March Madness Music Festival are trademarks of the National Collegiate Athletic Association.