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We drove engagement, trial, and executional excellence with Coke’s massive sponsorship of NCAA Final Four.

Coca-Cola’s largest North American sponsorship is with the NCAA: the National Collegiate Athletics Association. As part of this sponsorship, Coke is a premiere partner at the NCAA Final Four and March Madness—a basketball tournament second only to the Super Bowl in viewers.​
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Momentum was asked to bring Coca-Cola’s sponsorship to life throughout both Men’s and Women’s tournaments. Spanning three brands (Coke Zero Sugar, Powerade, and Coke Creations “Move”) and two cities (Houston and Dallas, Texas), the activations manifested across these host cities, from fan fests to street team sampling to VIP activations to music concerts. Activations included:

Coca-Cola Fanfest​

Powerade Fanfest​

Street Team Sampling​

Music Festival ​

Player Gifting​

Pre-Game Tailgate Parties​

Post-Game Celebration​