Coca‑Cola Zero Sugar teams with EA for college football gaming effort

• Coca‑Cola Zero Sugar has teamed up with Electronic Arts (EA) to be the exclusive CPG sponsor of gaming experience EA SPORTS College Football 25.
• The partnership brings together the physical and digital worlds of college football. Fans can scan a Coke Zero Sugar can, which will take them to a dedicated microsite, where they can win custom merch, gift cards and enter to win a free trip to see their favorite team play.
• Additionally, the collaboration will visit 14 partner campuses throughout the season with Coke Zero Sugar sampling and experiences. Students will be able to play EA SPORTS College Football 25 for free and create their own custom Coca‑Cola Zero Sugar x EA SPORTS College Football 25 Ultimate Fan Cards.

School is back in session and with it the beginning of college football season. Coca Cola and Electronic Arts have an opportunity to connect with younger audiences during this season and this campaign is aimed at Gen Z audiences on campus, who spend large amounts of time gaming.

The EA SPORTS partnership is part of a fall sports-focused extension of Coke Zero Sugar’s “Best Coke Ever?” platform, which encourages fans to “Tackle Game Day With Great Taste.” 

By visiting the Coke Zero Sugar x EA SPORTS College Football 25 Hub, gamers can win rewards including College Ultimate Team (CUT) packs of digital trading cards, and the chance to win tickets to in person games. 

“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, in a statement. “We’re showing up in a big way by showcasing the brand’s emotional connection to fall sports fandom.”