Coca-Cola honours away fans in new college football campaign

Coca Cola has launched the third edition of its fall college football campaign, once again spotlighting the role of fans in shaping the sport’s culture. This year, the brand is turning its attention to away-team supporters, calling them the ones who do the thirstiest work by traveling long distances, tailgating in unfamiliar places and still showing up with full energy.

The campaign is anchored by a television spot titled Fan the Distance, which follows an away fan’s journey from the road to their stadium seat, underscoring the place Coca Cola and Coca Cola Zero Sugar hold in these experiences. The film, which debuted on August 25, features several of the company’s NCAA partner schools.

Coca Cola describes college football fans as among the most committed in sports, citing the family ties, alumni networks and hometown connections that fuel their passion. The campaign’s message, Fan Work is Thirsty Work, captures the idea that fandom requires effort, energy and commitment both on and off the field.

Stacy Jackson, vice president of Coca Cola Trademark, Coca Cola North America: "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. 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 media executions, paid partnerships, on-pack activations, in-stadium promotions and outdoor advertising. The Fan Work is Thirsty Work Tour will visit 53 partner school campuses during the season, offering product sampling and engaging fans directly. The tour will also stop at select professional football tailgates.

Fans can register online to receive weekly notifications with opportunities to win merchandise, gift cards and trips to see their favorite teams. QR codes on Coca Cola and Coca Cola Zero Sugar packaging provide additional chances to win. Exclusive branded cups with scratch cards will also be available at concession stands in participating stadiums.

By focusing on away-team supporters, Coca Cola is widening its celebration of fan culture while reinforcing its long-standing presence in college football traditions. With a blend of broadcast, digital and on-the-ground activations, the campaign aims to strengthen connections with fans where they gather most — on campus, at tailgates and in stadiums.

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