ESPN Events inks multiyear deal with Coca-Cola

Atlanta, Georgia—The Coca-Cola Company and ESPN Events are proud to announce a
multi-year partnership for the upcoming college football season. The agreement includes a
three-year sponsorship agreement for the Cricket MEAC/SWAC Challenge Kick-off, a week
zero kickfoff game, and the Cricket Celebration Bowl, the HBCU National Championship
game. Both properties are owned and operated by ESPN Events.

As the official non-alcoholic beverage partner of these prestigious events, Coca-Cola will
play a vital role in enhancing the fan experience. The Atlanta-based company will be the
title sponsor for the pre-game activations at each event, showcasing the Coca-Cola Fan
Experience as the official fan engagement platform.

“We are thrilled to be partnering with Coca-Cola for these exciting college football season
games,” said John Grant, Executive Director. “Coca-Cola has always been dedicated to
fostering community spirit and bringing people together through shared experiences. We
look forward to creating unforgettable moments for fans, teams, and the Atlanta
community.”

In addition to their prominent role in the events, The Coca-Cola Company, through its North
American business will provide sideline hydration for the Fan Experience, participating
teams, and marching bands, ensuring everyone stays refreshed and energized throughout
the games. Effective 2024 through 2026, the sponsorship agreement will also include
annual scholarship donations to the bands participating in the Cricket Celebration Bowl
game, furthering The Coca-Cola Company’s support of education and athletic excellence.

“We are honored to be the official non-alcoholic beverage partner for these esteemed
events and to contribute to the vibrant college football season,” stated Dana M. Johnson
from The Coca-Cola Company North America. “This partnership represents our dedication
to supporting Historically Black Colleges and Universities, sportsmanship, camaraderie,
and community. We are excited to be part of these celebrations of tradition and legacy.”

For more information on The Coca-Cola Company’s involvement in the Cricket
MEAC/SWAC Challenge Kick-ON and the Cricket Celebration Bowl, stay tuned for updates
and exciting announcements.

About ESPN Events

ESPN Events, a division of ESPN, owns and operates a nationwide portfolio of collegiate
sporting events. In 2023, the 33-event schedule includes four early-season college football
kickoff games, 17 college bowl games, nine college basketball events, a college softball
event, and the inaugural Band of the Year National Championship, in addition to a new
college gymnastics event coming in 2024. These events account for over 400 hours of live
programming on ESPN platforms, reaching 60 million viewers and attracting more than
650,000 annual attendees. Each year, the portfolio of events features more than 20 Division
I conferences and hosts over 4,000 participating student-athletes. With satellite offices in
more than ten cities nationwide, ESPN Events builds relationships with conferences,
schools, and local communities and provides unique experiences for teams and fans.

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