Basketball fans can look forward to much more than on-court action at this week’s Central Intercollegiate Athletic Association (CIAA) Tournament, as Coke Zero hits Charlotte with a line-up of pre- and post-game activities that will keep people enjoying more. Coca-Cola is the longest standing corporate partner of the CIAA, with a relationship dating back 46 years. Great-tasting Coke Zero is back for its third year as the tournament’s official soft drink, offering zero calorie refreshment to fans, including those looking for ways to manage their calories without sacrificing taste. The new “Enjoy More CIAA” Coke Zero smart phone app will help attendees ensure they don’t miss any of the exciting events happening between games and around Charlotte. The app features an event schedule and interactive map, while push notifications will alert fans where to head next for fun activities. Additionally, app users will have access to exclusive nightlife events, with a chance to win VIP passes. Fans can follow all the action and share how they’re “enjoying more” on Twitter, using the hashtag #enjoymoreCIAA. Wrapping up the tournament after five days of play, Coke Zero will present the Coke Zero MVP Trophy to the top performing players from both the men’s and women’s championships. Reginald Bean, Multicultural Director, Coca-Cola Bottling Co. Consolidated, will do the honors. “The CIAA tournament brings more than 200,000 people to Charlotte for five days of non-stop excitement. Once again, Coke Zero will be ready to refresh them and keep everyone enjoying more, on and off the court,” said Lauventria Robinson, Vice President of Multicultural Marketing, Coca-Cola North America Group. About The Coca-Cola CompanyThe Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world's most valuable brand, our Company's portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo or check out our blog, Coca-Cola Unbottled, at www.coca-colablog.com. About the CIAA The Central Intercollegiate Athletic Association (CIAA) was founded in 1912 and is based in Hampton, Virginia. The CIAA is America's oldest historically black college and university conference and is made up of 12 colleges and universities situated along the Eastern Seaboard. For more information about the CIAA Basketball Tournament, visit www.ciaatournament.org. For more information about the CIAA, visit www.theciaa.com.