"BODYARMOR ads ran 55% more often during the tournament than POWERADE did the year before. The shift was most pronounced in the men's tournament, where BODYARMOR drove a 71% increase in ad airings alongside a 33% increase in creative volume."
"BODYARMOR accounted for 68% of detected sports drink advertising in the men's tournament, up from 61% for POWERADE the previous year, indicating a larger share of in-market sports drink messaging during gameplay."
"What we're seeing is a shift from Coca-Cola maintaining presence across the tournament to concentrating investment where it can drive the most impact: higher frequency, stronger share, and clearer category dominance."
Coca-Cola transitioned its NCAA sponsorship from POWERADE to BODYARMOR, marking a strategic shift in sports drink advertising. BODYARMOR ads increased by 55% during the 2026 NCAA tournaments compared to POWERADE the previous year. In the men's tournament, BODYARMOR saw a 71% rise in ad airings and a 33% increase in creative volume. This concentrated approach led to BODYARMOR capturing 68% of sports drink advertising, up from 61% for POWERADE. The strategy focused primarily on the men's tournament, indicating a deliberate effort to dominate a high-impact environment.
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