Coca-Cola Kicks Off Football Season with Expanded 'Fan Work Is Thirsty Work' Campaign

Coca-Cola is gearing up for football season by reviving its 'Fan Work Is Thirsty Work' campaign. The campaign, which was launched in partnership with several National Collegiate Athletic Association teams in 2025, features new team packaging, contests, and a road trip tour to help fans celebrate game day.

This year's campaign is bigger than ever, with Coca-Cola partnering with 12 college football teams and 13 professional football teams. The special promotional packaging will feature a code for fans to scan for the chance to win prizes, such as game day tickets, merchandise, and gift cards.

Coca-Cola's road trip tour is also expanding, with stops at 74 school campuses and professional tailgates planned for the fall. Fans can expect free Coca-Cola sodas and 'locally inspired fan experiences' at each stop.