The deal includes beverage marketing and media rights to 87 NCAA championships in 22 sports, including the NCAA Division I Men's Basketball Championship, as well as an extensive advertising buy on the CBS Network coverage of the tournament.
Coca-Cola is the first corporate partner to sign up to a less cluttered NCAA sponsorship programme designed by CBS and the NCAA.
"Our goal going into our new NCAA relationship was that a few select companies would see the enormous value in a comprehensive and integrated arrangement with CBS and the NCAA. Coca-Cola is the first participant in this exciting new venture," said CBS Sports president Sean McManus.
The marketing rights will be administered by Host Communications, the wholly-owned subsidiary of the Bull Run Corporation and a sub-contractor with CBS.
Coca-Cola has become the NCAA's first 'Corporate Champion' in an 11-year marketing programme valued at more than $500million (EUR530m).
