With a mix of nostalgic storytelling, digital engagement, and live activations, the brand is positioning itself as an essential part of the fan experience. As competition among beverage giants intensifies, this campaign exemplifies how brands evolve their sports marketing strategies to drive consumer loyalty and cultural relevance.

Coca-Cola Zero Sugar is stepping into the NCAA March Madness arena with a marketing campaign that blends tradition, technology, and cultural inclusivity. At the heart of this campaign is a simple yet powerful message: “Fan Work is Thirsty Work.” This tagline positions Coke Zero Sugar as the go-to refreshment for the millions of fans whose dedication to the tournament turns March into one of the most exhilarating months in sports. The brand is not just selling a beverage—it’s embedding itself into the fabric of the event, aligning with the emotional highs and lows that define the tournament’s experience.

A Campaign Rooted in Emotion and Tradition

To tap into the passion of college basketball, Coca-Cola Zero Sugar is leveraging one of the sport’s most cherished traditions: fight songs. The brand’s latest commercial, released in March 2025, celebrates the energy and unity these anthems bring to the game. Featuring a variety of NCAA partner schools, the 30-second spot weaves together imagery of roaring crowds, school spirit, and moments of tension and triumph, all underscored by these iconic melodies. By focusing on the soundtrack of March Madness, the campaign taps into a shared cultural memory that resonates with fans across generations.

The emotional connection is clear—these songs evoke nostalgia and pride, reinforcing Coca-Cola Zero Sugar’s position as a brand that understands and celebrates the passion of college basketball. In a highly competitive beverage market, where brands constantly vie for consumer attention, this ability to create meaningful associations with significant cultural moments is a key differentiator.

Expanding Engagement Beyond the TV Screen

While television advertising remains a cornerstone of sports marketing, Coca-Cola Zero Sugar is taking engagement further with an interactive digital component. Fans are invited to participate in daily matchups, where they vote for their favorite fight songs on a dedicated online platform. This gamified experience does more than create buzz—it actively involves consumers in the brand’s campaign, turning them from passive viewers into engaged participants.

Incentives further fuel engagement, including prizes for the 2026 NCAA Final Four. By integrating rewards, Coca-Cola Zero Sugar strengthens consumer interaction and extends the campaign’s lifespan, keeping fans engaged long after seeing the ad. This approach aligns with the growing trend of interactive brand experiences, where consumer participation drives higher retention and recall than traditional advertising alone.

Bringing the Brand Experience to Life

March Madness is not just a TV event—it’s an immersive, real-world experience for thousands of fans who travel to host cities to witness the tournament live. Coca-Cola Zero Sugar is capitalizing on this by activating experiential events in key locations, including San Antonio, Texas, for the Men’s Final Four and Tampa, Florida, for the Women’s Final Four. On-site activations include product sampling, commemorative packaging, and college campus events designed to create direct consumer touchpoints with the brand.

These real-world interactions serve multiple strategic purposes. First, they encourage trial among consumers who may not have experienced the updated Coke Zero Sugar formula introduced in 2021. Second, they reinforce the brand’s association with a high-energy, youth-driven sports culture, making it a relevant choice for new consumers. Lastly, they generate organic social media content as fans share their experiences online, extending the campaign’s reach beyond the physical event space.

A Strategic Play for Cultural Relevance

Beyond visibility and engagement, Coca-Cola Zero Sugar is using this campaign to reinforce its commitment to cultural representation. A significant part of this year’s initiative is the inclusion of Historically Black Colleges and Universities (HBCUs) in the brand’s advertising. By highlighting HBCU traditions and school pride, Coca-Cola aligns itself with a broader movement toward inclusivity in sports and media representation.

The decision to feature HBCUs is not just a marketing play—it reflects Coca-Cola’s longstanding investment in diversity initiatives. By giving these institutions a national platform during one of the country’s most-watched sporting events, the brand strengthens its connection with a more diverse audience, ensuring that its message resonates across different demographic segments.

The Business of March Madness Marketing

Sponsoring March Madness is no small investment, but the return can be substantial. The tournament attracts over 100 million viewers annually across television and digital platforms, making it one of the most lucrative advertising opportunities for brands targeting sports fans. Coca-Cola Zero Sugar is positioning itself as a beverage of choice and an integral part of the game-watching experience. This strategy could yield significant financial and brand equity gains.

Marketing analytics firm Silverpush reported that March Madness sponsorships lead to notable shifts in consumer purchasing behavior, with approximately 66% of fans taking action after seeing a brand’s sponsorship. Additionally, the tournament generates an average consumer spend of $570 per fan on tournament-related purchases, including food, drinks, and merchandise. These figures highlight why brands invest heavily in March Madness marketing—it’s a direct pathway to engaged and spending-ready consumers.

A Winning Strategy for Long-Term Brand Loyalty

Coca-Cola Zero Sugar’s approach to March Madness marketing is more than just a seasonal push—it’s a long-term brand-building strategy. The brand reinforces itself as a staple in sports culture by integrating nostalgia, digital interactivity, live event experiences, and cultural representation. This campaign strengthens consumer affinity for Coca-Cola Zero Sugar and challenges its competitors, such as Pepsi and Gatorade, in the sports sponsorship space.

The beverage industry thrives on brand loyalty, and Coca-Cola understands that long-term success depends on continuous consumer engagement. By making Coke Zero Sugar a fixture in the high-energy, emotional landscape of March Madness, the company is securing its place in fans’ minds (and hands) for years to come. Suppose this year’s campaign performs as expected. In that case, it will further solidify Coca-Cola Zero Sugar’s reputation as the beverage of choice for sports enthusiasts, proving that the real winner of March Madness isn’t just on the court—it’s also in the stands, holding an ice-cold Coke Zero Sugar.