BodyArmor partnered with the NCAA last year after Coke invested heavily in the sports drinkBODYARMOR
BodyArmor will exit its NCAA deal after only one year, and Powerade will reclaim its courtside spot for March Madness in '20. Technically, those sideline rights belong to Coca-Cola, a longtime NCAA corporate champion. When Coca-Cola acquired a minority stake in up-and-coming BodyArmor last year, the NCAA seemed like a natural battleground from which to challenge Gatorade. A key reason for the switch back to Powerade is the marketing strategy for BodyArmor, which has gone in a different direction with a large stable of pro athletes endorsing the brand. BodyArmor officials said their NCAA sponsorship was a one-year deal -- subleased from Coke -- and the brand chose not to renew because the money could be spent more effectively elsewhere. The next thing to watch: Will Powerade's Active Water, a new product introduced in July, be activated anywhere at NCAA championships? Coca-Cola currently markets its Dasani water brand during those events.
