Beginning Friday, March 30, and continuing through Monday, April 2, basketball fans from near and far can enjoy the sights and sounds of The Big Dance® at Centennial Olympic Park. Held in conjunction with the 2007 NCAA Men’s Final Four, this free, entertainment-oriented and celebrity-filled festival gets underway with Friday’s AT&T in the Park and continues the following day with The Pontiac Garage. The remaining schedu le includes MyCokeFest on Sunday and closes out with NCAA Championship Monday.

 “Our return to Atlanta marks a great reference point to the growth of the NCAA Men’s Final Four and the ever-growing variety of opportunities for fans of every age — with or without game tickets — to be part of the culmination of NCAA March Madness,” commented Greg Shaheen, NCAA senior vice president of basketball and business strategies. “When Coca-Cola joined our family shortly after our last Men's Final Four in Atlanta, it became the leader of this vision to enhance the total experience for our fans. Coke’s lineup this year continues that remarkable showcase at world-class level. And we’re thrilled that our Corporate Champions AT&T and Pontiac are joining the action in a big way this year.”

 On Sunday, Coca-Cola will have NCAA basketball fans experiencing ‘The Coke Side of Life’ as MyCokeFest, a day-long music festival, takes center stage at Centennial Olympic Park.

American Idol’s Ryan Seacrest returns to his hometown of Atlanta to serve as special guest star for MyCokeFest, which opens its gates at noon. The celebrity-filled, day-long music extravaganza headlines with Grammy Award-winning rockers Maroon 5 and also features multi-platinum rapper LL Cool J, alternative rockers Chevelle, power pop band Hellogoodbye and platinum-selling country music duo, Atlanta’s own Sugarland.

“NCAA fans are in the mood to celebrate during the Men’s Final Four, so we’re inviting them to have fun with us and live on the ‘Coke Side of Life’ at MyCokeFest,” said Katie Bayne, senior vice president, Coca-Cola Brands, Coca-Cola North America. “We have a fantastic line-up of music’s top artists who are going to put on a show that will keep Centennial Olympic Park rocking all day and into the night. It’s going to be an incredible party that will get fans revved up for the final game on Monday.”

In addition to enjoying a diverse day of music, MyCokeFest attendees will be able to send text messages to special viewing screens positioned adjacent to the stage. Using their cellular phones, people can text shout-outs to friends, comment on the music, or salute their favorite Men’s Final Four team. MyCokeRewards also will get into the act as roving kiosks will move among the crowd allowing people to instantly join the popular online mega-rewards program. 

By drinking Coca-Cola brands, MyCokeRewards members have access to a diverse array of rewards and exclusive experiences, including special NCAA Final Four merchandise. For more information, fans can access the NCAA March Madness® link on mycokerewards.com.

When the Men’s Final Four competition heats up in the nearby Georgia Dome, Big Dance attendees will receive a larger-than-life view of the action. Atlanta’s WGCL-TV/CBS 46 will broadcast both semifinal games on Saturday and, for the first time, Monday’s championship contest on giant video panels placed around the Centennial Olympic Park performance stage. Various live and taped events also will be broadcast on the giant screens throughout the weekend of activities.

While all Big Dance at Centennial Olympic Park activities are free, for safety reasons, fans are not allowed to bring in coolers, chairs or blankets to the park. Given the convenient downtown location for the event, concessions will be available.

The Big Dance at Centennial Olympic Park will be held concurrently with several other Men’s Final Four events, including NCAA® Hoop City® refreshed by Coca-Cola®. Open Friday through Monday at the Georgia World Congress Center, this interactive, family friendly fan festival features games, contests, clinics, prizes, autograph sessions and special guests. Tickets are required. For a complete list of activities, Atlanta transportation information and how to purchase tickets for the applicable events, go to www.atlanta.net/finalfour.

“For the avid NCAA basketball fan and to welcome those new to the NCAA, The Big Dance at Centennial Olympic Park and Hoop City bring the Men's Final Four and the NCAA to life in a way that all can appreciate,” said the NCAA’s Shaheen. “These events create an additional fan experience during Men's Final Four weekend for all local and out-of-town NCAA basketball fans.”

More exciting details about The Big Dance at Centennial Olympic — including a complete list of activities and musical performers for Friday’s AT&T in the Park, Saturday’s Pontiac Garage and NCAA Championship Monday — will be released in the coming week.

About The NCAA
The NCAA is a membership-led nonprofit association of colleges and universities committed to supporting academic and athletic opportunities for more than 380,000 student-athletes at more than 1,250 member colleges and universities. Each year, more than 54,000 student-athletes compete in NCAA championships in Division I, II and III sports. Visit www.ncaa.org for more details about the Association, its goals and members and corporate partnerships that help support programs for student-athletes. The NCAA is proud to have the following elite companies as official Corporate Champions—AT&T, Coca-Cola and Pontiac—and the following elite companies as official Corporate Partners—DiGiorno, Enterprise, The Hartford, Lowe’s and State Farm.

About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company. Along with
Coca-Cola®, recognized as the world's most valuable brand, the Company markets four of the world's top five nonalcoholic sparkling brands, including Diet Coke®, Fanta® and Sprite®, and a wide range of other beverages, including diet and light beverages, waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate exceeding 1.4 billion servings each day. For more information about The Coca-Cola Company, please visit www.thecoca-colacompany.com.

[NOTE: NCAA, Final Four, The Big Dance, March Madness and Hoop City are trademarks owned or licensed by the National Collegiate Athletic Association.]