As the NCAA Men’s Final Four tips off on Saturday night in New Orleans, Coca-Cola will hang above the rim with more partnerships in the market than any other brand. In addition, Coke carries sponsorship deals with 33 of the 68 universities from the NCAA Men’s Tournament field and holds a Corporate Champion partnership with the NCAA. Of the Final Four teams, Kansas is the only team not on Coke’s sponsorship roster. The second most active brand in New Orleans, Raising Cane’s, holds partnerships with 10 teams from the NCAA field, while the third most active brand in the region, Hancock Whitney, holds a deal with home team LSU. For more on how brands are activating in top markets around the country, head to SBJ Atlas.