BodyArmor Secures NCAA Sports Drink Role, Reshaping Coca-Cola’s Hydration Strategy
A Bold Sponsorship Switcheroo (Image Credits: Unsplash) Coca-Cola positioned BodyArmor as the official sports drink for the 2026 NCAA championships, including the high-stakes March Madness tournaments.[1][2] A Bold Sponsorship Switcheroo Powerade relinquished its long-held position after sponsoring NCAA events since 2010, except for a brief stint by BodyArmor in 2019.[1] The beverage giant, an NCAA corporate champion since 2002, executed this change strategically.[3] BodyArmor branding now dominates sidelines with cups, coolers, towels, and water bottles during men’s and women’s basketball tournaments. Tom Gargiulo, chief marketing officer for BodyArmor Sports Nutrition, described the move as intentional. “We’re being very intentional with … Read more