BodyArmor is once again the official sports drink of the NCAA, starting with the 2026 March Madness tournament and a fresh take on its “Choose Better” campaign. BodyArmor will continue as the sponsor of the NCAA, following its previous sponsorship in 2019.
Tom Gargiulo, CMO of BodyArmor Sports Nutrition, emphasized the importance of the sponsorship shift, stating, “Having a presence within the NCAA reinforces our commitment to better-for-you hydration and fuels the next generation of athletes. It aligns perfectly with our brand values and the dedication to athletes performing at the highest level.”
A new 30-second commercial will premiere on national TV on Selection Sunday, featuring LSU guard Flau’jae Johnson and New York Knicks star Jalen Brunson. The ad contrasts mindless workout routines with athletic excellence.
BodyArmor will be the exclusive hydration beverage at the tournament, with branding across various platforms including broadcasts, in-arena signage, and digital platforms. The brand will collaborate with over 20 NIL athletes for digital and social content.
Preparing for the future of functionality
BodyArmor introduced the “Choose Better” campaign last year as part of its largest media spend to date. The campaign rollout coincided with a refreshed visual identity, leading to improvements in key performance metrics.
Looking ahead, BodyArmor plans to unveil an innovation that promises to disrupt the sports beverage industry. This innovation is described as a “completely different widget” that will shake up the market.
As part of Coca-Cola’s restructuring, BodyArmor will be folded into a new Advanced Hydration unit alongside Vitaminwater and Smartwater. This move aims to leverage the unique benefits of each brand and drive expansion in various segments.
Gargiulo highlighted the importance of functionality in the future, emphasizing the role of these hydration brands in leading the way in innovative products.