AT&T Block Party and Cola-Cola LIVE! is Bringing the Hottest Acts to 2025 NCAA March Madness
The 2025 NCAA March Madness Music Festival is bringing a powerhouse lineup of performers to San Antonio’s Tower Park at Hemisfair from April 4-6. The free, three-day festival—presented by NCAA Corporate Champions AT&T, Coca-Cola, and Capital One—will kick off Final Four weekend with top-tier entertainment, interactive fan experiences, and live performances across three themed nights.
AT&T Block Party Launches Festival Weekend on Friday, April 4
Opening night sets the stage with the high-energy AT&T Block Party headlined by GRAMMY® Award-winner Pitbull. Joining him on Friday’s lineup is breakout rap artist Doechii, fresh off her first GRAMMY® win for Alligator Bites Never Heal. R&B singer Ravyn Lenae will get the party started with an unforgettable opening set.
AT&T customers can take advantage of expedited entry through the AT&T Fast Lane—just show the AT&T icon on your phone at the gate.
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Coca-Cola LIVE! Brings Star Power on Saturday, April 5
Saturday’s Coca-Cola LIVE! stage features a genre-spanning mix of talent, headlined by four-time GRAMMY® nominee Jelly Roll. Fan favorite T-Pain will deliver his signature sound, while rising country-pop singer Willow Avalon opens the day with tracks from her debut album, Southern Belle Raisin’ Hell.
Festivalgoers can cool down at the Coca-Cola Chill House, sample drinks like Coke Cherry and the new Orange Cream flavor, and snap photos at interactive Final Four-themed installations.
Capital One JamFest® Closes Out With a Bang on Sunday, April 6
Country superstar and 11-time GRAMMY® winner Chris Stapleton will close out the weekend at Capital One JamFest®. The lineup also includes rising star Benson Boone, known for his latest single “Sorry I’m Here For Someone Else,” and soul-rock band Nathaniel Rateliff & The Night Sweats, fresh off their first arena tour. Brothers Osborne, six-time CMA Vocal Duo of the Year, will perform their 2024 hit “Break Mine,” promising a standout finale to the festival.
Capital One cardholders can access exclusive perks, including a Cardholder Priority Access Line and VIP lounge. Premium experiences and packages—including hotel stays and front-of-stage access—are available through Capital One Entertainment.
Festival Details, Streaming, and Broadcast Info
- Friday, April 4 — AT&T Block Party: 4:30 p.m. to 10 p.m.
- Saturday, April 5 — Coca-Cola LIVE!: 3 p.m. to 9 p.m.
- Sunday, April 6 — Capital One JamFest®: 2:30 p.m. to 10:30 p.m.
Fans can find the full schedule, artist updates, and more at ncaa.com/marchmadness/musicfest, or by following @mfinalfour on Instagram and X. The Men’s Final Four app, presented by AT&T, also offers the latest festival updates and event info.
NCAA March Madness Music Festival: A Tradition of Iconic Performances
The March Madness Music Festival has hosted music legends over the years, including Kendrick Lamar, Rihanna, Imagine Dragons, Katy Perry, The Killers, and Bruce Springsteen. It remains a centerpiece of Final Four festivities, blending live sports, music, and community celebration.
As part of the NCAA’s Corporate Champions and Partners marketing program—managed in collaboration with TNT Sports and CBS Sports—the festival continues to elevate the March Madness experience. Fans can also catch all 67 tournament games via TBS, CBS, TNT, truTV, and streaming on NCAA March Madness Live, Paramount+, and Max.
