Partnership since 2019 | Renewed 2023
Partnership Goals
Coca-Cola wanted to strengthen its presence on campus and gain pouring rights while creating meaningful opportunities to engage students and support University initiatives.
How We Worked Together
The partnership brought together Athletics, Dining Services, the Davis College of Agriculture and Natural Resources, and Facilities Operations. We structured a single five-year agreement covering exclusive pouring rights, presenting sponsorship of the men's basketball season, a $1.2 million first-generation student scholarship endowment, and a joint sustainability research program with the Davis College.
Results
Year-over-year student brand preference is up, Coke's content team has a dedicated campus creator program, and the sustainability work from this partnership has been published in three peer-reviewed journals.
Outcomes for the Partner
- 87 million+ brand impressions peryear
- 3.2 million game-day activations
- +14% student brand preference lift
- 156 campus activation events
- 9.4% lift in category share on campus
- 3 peer-reviewed publications
Outcomes for Our Campus Community
- $1.2 million in first-generation student scholarships to date
- 4,800 students reached through sustainability curriculum
- 38 paid student internships across five years
- 26% reduction in single-use plastic on campus (Y3)
- 7 faculty research grants funded through the program
- 240 students on the campus creator content program