March 17, 2025: During the 2025 Men’s and Women’s Basketball Tournaments, Coca-Cola is pulling no punches, encouraging people to fight for their right to party with their favorite college fight song during The Big Dance.

As the focus of its multi-media March Madness campaign, NCAA Corporate Champion Coke has launched the “Coca-Cola Zero Sugar Fight Song Face-Off,” asking people to vote daily for their favorite collegiate fight song in head-to-head match-ups.

Every vote gives those who register to participate a chance to win a weekly prize and an entry for the Grand Prize: a trip to either the 2026 Men’s Final Four in Indianapolis or the Women’s Final Four in Phoenix. (Details here.)

The anchor spot, “Fight Song,” shows students singing fight songs from schools including North Carolina, UConn, Indiana, Southern California, South Carolina, Houston, UCLA and NC A&T.

Text offers: “Go! Fight! Win! And refresh with Coke Zero Sugar. Fan work is thirsty work.”

The spot, part of the brand’s umbrella “Best Coke Ever?” strategy, will air during Men’s March Madness games on CBS, TNT, TBS and truTV and Women’s March Madness games on ESPN and ABC; as well as online and social media platforms.

It also includes OOH and on-campus events at universities nationwide.

Coca-Cola will have on-site presence during the Men’s Final Four in San Antonio and Women’s Final Four in Tampa.

The NCAA and TNT Sports Live Events, alongside official NCAA Corporate Champions AT&T, Coca-Cola, and Capital One, will present the 2025 NCAA March Madness Music Festival in conjunction with the 2025 Division I Men’s Final Four.

The free, three-day festival, scheduled for April 4-6 in Tower Park at Hemisfair, San Antonio, includes Coca-Cola Live! April 5 with  Jelly Roll, T-Pain and Willow Avalon.

There will be sampling and experiential activations at both locations.

The NCAA All Access app is presented by Coca-Cola Zero Sugar.

“Fight Song Face-Off” prizes also include a custom “Thirsty Work” fridge with 12 monthly restocks of your choice and a $1,000 Uber Eats e-gift card; and a year of live TV streaming and sports packages, a new 65” TV and streaming device, and a mobile hotspot device with a year of prepaid data. (Details here.)

Also airing will be a just-released Diet Coke campaign, “Know the Signs,” humorous spots featuring the voiceover of Kristen Wiig, which invites people to “listen to themselves and take a satisfyingly delicious Diet Coke break before returning to the grind.”

Coca-Cola brand Powerade is running its own March Madness campaign, “It Takes More To Get This Far,” which includes LSU star Flau’jae Johnson.

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