Electronic Arts Inc. announced today the start of the EA SPORTS NCAA Football Challenge presented by Coca-Cola Zero.

“We are thrilled to be affiliated with an event such as the NCAA Football Challenge that’s focused around such a relevant passion for our Coca-Cola Zero drinkers,” said Russell Baker, Coca-Cola Zero Brand Manager, Coca-Cola North America.

The NCAA Football Challenge kicked off its fourth season on September 1 at University of California, Los Angeles, beginning a 16-city, two-month tour of college towns across the nation culminating in the finals tournament held at the Rose Bowl in Pasadena, California, with the winner taking home a grand prize of $10,000.

“Since the inception of the NCAA Football video game franchise, EA SPORTS has been a fantastic partner,” said David Bertram, Executive Director and GM of NCAA Football. “We are pleased to support the EA SPORTS NCAA Football Challenge presented by Coca-Cola Zero as it represents yet one more way fans can experience the thrills of college football.”

The NCAA Football Challenge is a high-intensity competition that reflects the gridiron battles that occur every Saturday, providing an official tournament for the gamers of all types, from hard-core to casual, to compete for prizes and claim bragging rights for their favorite schools. This is the second year of the EA SPORTS Challenge Series events of its most popular games. This year’s NCAA Football Challenge features an online component, as EA SPORTS has partnered with Microsoft to run a dedicated online program on Xbox LIVE that will bring the Challenge Series to hundreds of thousands of potential participants.