Through its CSTV.com sports site, CBS has launched a co-branded microsite with Coke that will offer users streaming content covering the NCAA Men’s Final Four college basketball tournament. Users can also access the site through NCAAsports.com and CBSSportsline.com.
Brian Bedol, President and CEO of CSTV Networks, Inc. said in a press statement, “Coca-Cola has been a great partner since CSTV’s inception and they know the importance of deepening our relationship with our fan base. CSTV’s mission is to bring the entire collegiate fan experience to our viewers and this multi-tiered program will help people get a sense of what it is like to be in Indianapolis for the entire Men’s Final Four weekend. This is our first truly global and integrated deal with an NCAA Corporate Champion in Coca-Cola under CBS ownership. The sheer scope of this activation illustrates what the benefits are of being acquired by CBS.”
The microsite is just part of the multi-layered partnership between Coke and CBS to cover the Final Four tournament that also includes original content on CBS Sports and CSTV. CSTV will also produce exclusive content, which will be distributed free by Comcast via video-on-demand in area hotel rooms and on its regional sports networks.