Coca-Cola Glass Sipper x March Madness®

Coca-Cola is continuing its “Fan Work is Thirsty Work” platform across both the NCAA Men’s and Women’s March Madness® Tournaments, celebrating the students, alumni and supporters who believe the longest, cheer the loudest and stand by their teams through every bracket-busting moment.

As part of their latest campaign, Coca-Cola unveils the Coca-Cola Glass Sipper—a unique creation that blends the brand's iconic heritage with modern culture. Inspired by Coca-Cola’s signature glass bottle and the deep connection between basketball and sneaker culture, the Coca-Cola Glass Sipper is meticulously crafted in the shape of a size 11 basketball sneaker. This symbolic cup is the first-of-its-kind honor that celebrates the Cinderella teams and the fanbases that helped them achieve the impossible.

This year, Coca-Cola is evolving its fan-first approach by recognizing that March Madness® is not one monolithic fan experience, but 128 distinct fanbase experiences, each defined by its own chants, traditions and brand of fan work. Rather than treating tournament fans as a single fandom, Coca-Cola is personalizing the experience for each school community.

Inspired by the magic of a true fairy tale run, Coca-Cola introduces the Coca-Cola Glass Sipper, a custom basketball sneaker inspired by the brand’s iconic contour bottle, designed to celebrate the team and fan base whose tournament journey most defies expectations.

The Coca-Cola Glass Sipper is a tangible symbol of the belief, magic and fan energy that fuels March Madness®’ most unforgettable stories and unexpected tournament runs. To deepen its presence during March Madness®, Coca-Cola is strengthening its connection with college basketball fans by leaning into one of the tournament’s most beloved traditions: fairy tale stories. Known for unexpected upsets and momentum-building runs, these stories are a defining part of March Madness® – and Coca-Cola will celebrate the fan bases fueling teams that defy expectations.

In addition to the Coca-Cola Glass Sipper and TV creative, the Coca-Cola March Madness® campaign will come to life across broadcast, digital and social executions, OOH advertising in tournament host cities and experiential activations in the NCAAA Men’s (Indianapolis) and Women’s (Phoenix) Final Four host cities.