TAMPA, Fla. (BLOOM) – March Madness is heating up, and so is Tampa’s fandom game. But all that cheering, chanting and bracket-busting buzz comes with a cost: thirst. Enter Coca-Cola Zero Sugar, stepping in with ice-cold reinforcements for fans who go hard for their teams.

This year’s campaign—cheekily titled “Fan Work Is Thirsty Work”—isn’t just about sipping soda. It’s about celebrating the hustle it takes to be a next-level fan. Whether you’re screaming your fight song until you’re hoarse or rocking team colors like it’s your full-time job, Coke Zero Sugar is here to remind you that even super fans need to hydrate.

And Tampa fans are in luck.

From college campuses to watch parties and pop-up events around town, Coca-Cola Zero Sugar is making its mark with street samplings and shareable moments. Fans might even spot limited-edition 12 oz commemorative cans floating around during the Final Four festivities—just another way to toast to buzzer-beaters and underdog upsets.

The brand’s new TV spot, “Fight Song,” channels the energy of the tournament with a mashup of school fight songs bouncing from gym to gym like a perfectly timed fast break. It’s loud. It’s proud. It’s pure March Madness.

There’s even a digital twist: fans nationwide can now vote in daily head-to-head matchups to crown the ultimate fight song—and potentially score tickets to the 2026 Men’s or Women’s Final Four.

Whether you’re watching from the stands or from your couch in Tampa Bay, Coke Zero Sugar wants you to know one thing: your fan hustle deserves the “Best Coke Ever.” And honestly? We agree.

Now if only someone could pass me a cold one—Coke Zero Sugar, of course.