Coca‑Cola College Sports Campaign Salutes ‘Thirstiest Work’ of Away-Team Fans

Coca‑Cola is once again saluting college football’s “Best Fans Ever” this season by bringing the great taste of Coca‑Cola and Coca‑Cola® Zero Sugar to campuses across the country. The third iteration of the brand’s fall sports campaign celebrates an often-overlooked group — away-team fans — who do the “thirstiest work” by traveling far from home and tailgating in unfamiliar territory while still showing up with unwavering energy.

A new TV spot titled “Fan the Distance” spotlights the passionate commitment of an away fan’s journey — from the road to their seat in the stadium — and the refreshing role Coca‑Cola and Coca‑Cola Zero Sugar plays along the way. Several of Coca‑Cola’s NCAA partner schools are featured in the film, which launched Aug. 25.

College football fans are some of the most passionate in all of sports due to the sense of community, legacy and pride passed down through families, alumni networks and hometown ties — forging a bond that goes far beyond the field. “Fan Work is Thirsty Work” celebrates the idea that college football fandom takes true commitment.

“From tailgating to cheering from the stands to watching every play from home, an ice-cold Coca‑Cola Original Taste or Coca‑Cola Zero Sugar is a familiar and refreshing companion,” said Stacy Jackson, VP, Coca‑Cola Trademark, Coca‑Cola North America. “That’s what makes the brand’s role in college football so authentic — it’s been there for generations of fans, bringing people together and fueling the moments of passion, energy and connection that define the sport.”

The 2025 campaign includes digital and social executions, paid media partnerships, on-pack and in-stadium promotions, outdoor advertising and shopper activations. The “Fan Work is Thirsty Work Tour” will hand out ice-cold Coca‑Cola and Coca‑Cola Zero Sugar on 53 partner school campuses throughout the season. The interactive sampling tour will also make stops at select pro football tailgates.

Every Friday leading up to the weekend’s big games, fans who register at www.coca-cola.com/us/en/offerings/fan-work/football will get an SMS or email notification inviting them to log in for a chance to win prizes including custom merch, gift cards and an all-expense trip paid to see their favorite team play. Scanning QR codes on Coca‑Cola and Coca‑Cola Zero Sugar packaging doubles the chance of winning. Exclusive Coca‑Cola and Coca‑Cola Zero Sugar fall football cups will be available in concession areas at participating stadiums stations, with scratch cards offering more chances to win prizes.

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