BodyArmor Makes College Foray Via St. John's, A-10 Conference Deals

BodyArmor has partnered with St. John’s and the Atlantic-10 Conference, the sports drink’s first two marketing deals in the college space. The brand replaces Powerade as St. John’s sponsor in the category. BodyArmor VP/Marketing Michael Fedele touted the St. John’s national TV exposure across Fox, FS1 and CBS Sports Net, as well as the program’s prominence in the N.Y. metro area, which includes five regular-season home games this season at MSG. Under its deal with the A-10, BodyArmor will have a presence on the sidelines at all 17 of the conference’s championship events.

Fedele said that the company sees the St. John’s partnership as an opportunity to experiment in the college space with the intent of ultimately getting involved with other institutions. Fedele: “It made a lot of sense for us to work with them and incubate from a college standpoint to find out what works and how to make the partnership work best in our backyard.”