CBS sports site cstv.com and Coca-Cola have launched a co-branded microsite covering this weekend's NCAA Men's basketball championship Final Four game activities, reports MediaPost. Coverage will include game analysis, the "My Coke Fest" concert with Carrie Underwood and John Mellencamp (among others) and "Coke fan vignettes" of fans' experiences during the tournament.

CSTV ad partners featured on the site include McDonald's and U.S. Navy - but not soft drinks that compete with Coke.

The microsite's coverage will also be streamed at NCAAsports.com and CBSSportsLine.com and will be available on-demand through April; it will also be shown on CSTV's cable network, as will some coverage on CBS.