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 this decision,” he said, highlighting alignment with athletes who perform at elite levels.[1] This partnership extends to broadcasts, in-arena signage, digital platforms, and out-of-home ads, amplifying visibility during March Madness starting in mid-March.
‘Choose Better’ Campaign Hits the Court
The refreshed “Choose Better” initiative, launched last year with BodyArmor’s largest media investment to date, activates prominently around the tournaments.[1] A 30-second national TV spot debuts on Selection Sunday, March 15, contrasting haphazard routines with peak athletic performance.
Gargiulo noted positive momentum. “We’re growing share as a business [and] improving our velocity and our unit movement at the store level,” he reported, crediting retail and bottling partners.[1] The campaign pairs with a visual overhaul, including bolder packaging and a new icon, to underscore premium hydration.
Star Athletes Fuel the Momentum
High-profile endorsers anchor the effort. New York Knicks guard Jalen Brunson, a two-time NCAA champion from Villanova, and LSU’s Flau’jae Johnson, a 2023 title winner and projected top WNBA draft pick, star in promotions.[4][2]
- Jalen Brunson shares career highlights tied to March Madness and stresses hydration’s role in performance.[4]
- Flau’jae Johnson embodies the brand’s ethos, drawing praise from Gargiulo for her fit.[2]
- Over 20 NIL athletes contribute social and digital content.
- Other partners include NFL stars Joe Burrow and CeeDee Lamb, NHL’s Connor McDavid, and more.
Brunson emphasized shared values: “My partnership with BODYARMOR has been amazing since day one.”[4]
Bigger Plays in Coca-Cola’s Hydration Game
This NCAA activation fits broader sponsorships, including NASCAR as official sports drink and NHL through 2028-29.[2] Coca-Cola directs BodyArmor toward U.S. sports while pivoting Powerade internationally, such as to the 2026 World Cup and Olympics.[3]
Recent challenges, including a $960 million write-down on BodyArmor’s value amid slower category growth and competition, underscore the stakes.[2] Yet, integration into a new Advanced Hydration unit with Vitaminwater and Smartwater signals confidence. Gargiulo teased a “completely different widget” innovation soon.[1]
Key Takeaways
- BodyArmor replaces Powerade for 2026 NCAA, boosting U.S. visibility.
- ‘Choose Better’ campaign leverages March Madness with star athletes and heavy media.
- Coca-Cola balances portfolios: BodyArmor domestic, Powerade global, amid innovations.
Coca-Cola’s hydration pivot positions BodyArmor for long-term gains in a competitive market dominated by Gatorade. As March Madness approaches, the brand stands ready to hydrate champions and fans alike. What role do sports sponsorships play in your beverage choices? Tell us in the comments.
