Labor Day is in the rearview mirror, and for many sports fans, that can only mean one thing: It’s football season. Naturally, brands are lining up to earn their attention at NFL and college games with tailgating tours, sponsorship activations and pop-up experiences. Read on for a sneak preview of the experiential programs taking over the gridiron this fall.
COCA-COLA
Coca‑Cola Zero Sugar is partnering with Electronic Arts (EA) this college football season as the exclusive CPG sponsor of the new EA SPORTS College Football 25 video game. Online, fans can visit a microsite to scan their Coke Zero Sugar product to unlock game rewards, but IRL, students at 14 partner campuses will get to experience the Fan Work is Thirsty Work Tour. As part of the college tour, students and fans 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 25Ultimate Fan …