Coca‑Cola® Zero Sugar Kicks Off Fan-Focused Fall Sports Campaign with Exclusive Partnership with EA SPORTS™ College Football 25

College football fandom is thirsty work for all lovers of the sport — from early morning tailgaters, to friends huddled around the TV cheering on their favorite teams, to gamers controlling the action on their consoles.

That’s why Coca‑Cola® Zero Sugar is entering the huddle with Electronic Arts (EA) this season as the exclusive CPG sponsor of the highly anticipated EA SPORTS™ College Football 25, an immersive gaming experience capturing the energy, rivalry and traditions of college football.

“We jumped at the chance to engage multiple generations, including younger sports gaming fans and older fans like me who’ve been anticipating the return of an EA SPORTS™ college football gaming title, with new gameplay mechanics that allow people to experience and enjoy it on another level,” said Jason Rawlins, Director, Entertainment Partnerships, Coca‑Cola North America.

The partnership fuses the physical and gaming worlds of college football to hero the art of modern-day fandom. By visiting the Coke Zero Sugar x EA SPORTS College Football 25 Hub and then scanning a Coke Zero Sugar, gamers will unlock the game’s most coveted reward, College Ultimate Team™ (CUT) packs of digital trading cards, which allow people to improve their Ultimate Team™ rosters courtesy of Coke Zero Sugar by collecting current players from 25 partner schools.

Outside the game, the Fan Work is Thirsty Work Tour will visit 14 partner campuses throughout the season with Coke Zero Sugar sampling and unique experiences. As part of the tour experience at college stops, students and fans will be able to play EA SPORTS™ College Football 25 for free and even create their own custom Coca‑Cola Zero Sugar x EA SPORTS™ College Football 25 Ultimate Fan Cards. The tour will also make stops at select pro football tailgates throughout the season.

The EA SPORTS™ partnership is part of a fall sports-focused extension of Coke Zero Sugar’s “Best Coke Ever?” platform, inviting fans to “Tackle Game Day With Great Taste.” TV creative landing in market as part of the campaign showcases the energy and passion of fans from select partner schools.

“Being the best fan ever requires a refreshing, great-tasting sidekick, and Coca‑Cola Zero Sugar naturally plays that role when you’re cheering, shouting and celebrating,” said Jason Palmer, Brand Manager, Coca‑Cola North America. “We’re showing up in a big way by showcasing the brand’s emotional connection to fall sports fandom.”

Scanning Coke Zero Sugar packaging will take fans to a dedicated microsite, where they can win custom merch, gift cards and even an all-expense trip paid to see their favorite team play. The fall sports campaign also includes hockey-focused activations in Canada and select U.S. markets.