For 15 years, Coca-Cola has been part of the March Madness action as an NCAA Corporate Champion. This year, Coca-Cola is bringing to life new experiences, promotions and advertising that celebrate, refresh and reward thirsty fans as they cheer on their favorite teams. 

College basketball fans can now raise a bottle of Coca-Cola, Coke Zero or Diet Coke to their beloved teams through a special NCAA March Madness promotion on Until April 14, fans can customize and order single 8-oz. glass bottles or six-packs featuring the logo, nickname or battle cry for more than 50 colleges and universities. March Madness, The Big Dance®, Sweet Sixteen®, Elite Eight® and Final Four® bottles are available, too.  

Share a Coke March Madness

An estimated 185 million people tune into March Madness, making it one of the largest home-viewing experiences in all of sports. The limited-edition bottles make for the perfect refreshment for fans hosting game-watching parties, celebrating a title run and more. 

'With these new limited-edition team bottles, fans can now show support for their teams and their love of Coca-Cola all tournament long.'


Todd Skidmore, senior manager, eCommerce, Coca-Cola North America, said college basketball is a natural fit for, a site that allows people to personalize and order a Coca-Cola glass bottle with their name on it.

“It’s all about inviting people to share a Coca-Cola with friends and family, making everyday moments even more special,” he said. “With these new limited-edition team bottles, fans can now show support for their teams and their love of Coca-Cola all tournament long.” 

Kasia Horner, who leads NCAA sports marketing for Coca-Cola, said the promotion shows how the company continues to innovate and engage March Madness fans in fun, fresh ways. “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.”

She added, “Our college and university partners are very excited to participate and see their school logo on the iconic Coca-Cola contour bottle.”

Coca-Cola & POWERADE Team Up for Bracket Refresh Digital Promo

Coca-Cola and POWERADE also are teaming up for a digital promotion called NCAA March Madness Bracket Refresh. Until noon ET on March 16, fans can earn a team in the promotion’s tournament bracket with each smartphone scan or online entry of a participating product code on or

Then, after the first- and second-round games at noon ET on March 20, Coca-Cola and POWERADE will release more entries for the teams that make it to the Sweet Sixteen, giving people more chances to win. At that time and until noon ET on March 23, more fans can enter the promotion or refresh their busted brackets to get back in the game.

“When you scan a code, you’ll receive a seed and have the chance to win prizes as that team advances through the bracket,” Horner explains. “What makes this different from other bracket promotions is that your seed may lose in the first round, but you have the chance to refresh your bracket heading into the second weekend. So, we’re giving people more opportunities to win, even after their brackets are initially busted.”

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 cash. As part of the Bracket Refresh Sweepstakes, fans have the chance to win a trip for two to the 2018 Final Four in San Antonio. For official promotion rules, click here

New Coca-Cola Advertising

Coca-Cola will debut new TV and digital advertising to celebrate how Coca-Cola makes watching sports even more special for fans. A new 30-second TV commercial called “Blackout” shows the unique way delicious, ice-cold Coca-Cola can bring even the biggest rival basketball fans together to watch a game.

Coca-Cola will also air several 15-second TV commercials that “romance” delicious Coca-Cola liquid refreshment with clever lines that link the brand to the tournament and game-watching occasion. The ads will begin airing on March 14.

Free Coca-Cola Music Concert in Phoenix 

For Phoenix residents and fans flying in for the 2017 NCAA Men’s Final Four®, Coca-Cola will host a Coca-Cola Music concert on Saturday, April 1, as part of the 2017 NCAA March Madness Music Festival. The three-day, free music festival, annually produced by Turner Live Events, will take place at Margaret T. Hance Park. One of the most exciting acts in pop music, The Chainsmokers will headline the Coca-Cola Music concert. Additional acts will perform during the event from 2-10:30 p.m. MT. The concert will be live-streamed at

More information on activities planned by the NCAA, Coca-Cola and POWERADE during the NCAA Men’s Final Four can be found at

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.