BodyArmor Strengthens Hydration Strategy Through NCAA Partnership
BodyArmor has officially renewed its association with the NCAA, marking its presence at the 2026 March Madness tournament with a revitalized “Choose Better” campaign. This partnership indicates a strategic shift for Coca-Cola, aiming to enhance its hydration portfolio. By taking over NCAA sponsorship from Powerade, which had been the event’s primary sports drink since 2010, BodyArmor seeks to position itself as a frontrunner in the healthy hydration segment.
Tom Gargiulo, CMO of BodyArmor Sports Nutrition, explained, “This sponsorship aligns with our commitment to better-for-you hydration, which is crucial for supporting the next generation of athletes.” BodyArmor’s renewed sponsorship is not only a rebranding effort, but also an opportunity to engage directly with emerging athletic talents, which the brand has consistently championed.
The campaign will kick off with a 30-second national TV ad scheduled to air on Selection Sunday, March 15, just prior to the tournament. Featuring notable athletes like LSU guard Flau’jae Johnson and NBA star Jalen Brunson, the ad showcases a fresh perspective on performance and athletic excellence, contrasting unproductive practices with true sporting achievements.
BodyArmor will serve as the exclusive hydration beverage during March Madness, featuring its branding on towels, sports bottles, and coolers throughout the event. The brand’s visibility will extend across broadcasts and various digital platforms while collaborating with over 20 NIL athletes to create dynamic digital content.
In addition to promoting the “Choose Better” campaign, BodyArmor is set to unveil a groundbreaking product innovation aimed at disrupting the sports drink market. Gargiulo emphasized that this launch will not just present an improved version of existing products but will introduce an entirely new category within the hydration space.
Coca-Cola’s move to integrate BodyArmor into its Advanced Hydration unit alongside other brands like Vitaminwater and Smartwater reflects the company’s focus on functionality in hydration solutions. Gargiulo notes, “We are positioned to lead with a diverse portfolio that not only showcases unique benefits but also adapts to varying consumer needs.”
Through this strategic rebranding and partnership, BodyArmor is on track to solidify its role as a dominant player in the sports drink industry, while reinforcing Coca-Cola’s innovative approach to better hydration solutions.
