Get ready for a new look on the sidelines during the Big Dance. The NCAA Tournament is officially changing its beverage allegiance, with BodyArmor poised to become the event's new official sports drink starting with the 2026 edition of March Madness. This move signals a significant strategic pivot by beverage giant Coca-Cola, which is shifting its sponsorship muscle from the long-established Powerade to its newer athletic beverage brand.
A Corporate Shift on College Basketball's Biggest Stage
According to a report from Sports Business Journal's Ben Portnoy, the change is part of a broader realignment within Coca-Cola's portfolio. The company, a longstanding NCAA Corporate Champion, is making BodyArmor the face of its partnership with college sports' premier event. "BodyArmor is set to become the official sports drink of the NCAA, beginning with March Madness," Portnoy noted on social media, confirming the brand will replace Powerade.
This sponsorship swap arrives at a critical juncture for BodyArmor. Despite Coca-Cola's full acquisition of the brand in 2021 for a valuation exceeding $6.5 billion, its financial standing has faced headwinds. Forbes reporter Tim Casey detailed substantial write-downs in the brand's value, including a $960 million adjustment in 2025 and a $760 million write-down the previous year. The NCAA partnership represents a massive marketing push aimed at reinvigorating the brand's profile.
Doubling Down on Basketball
The NCAA deal isn't BodyArmor's only major play in the basketball world. The brand has been aggressively signing talent, inking deals with high-profile stars like New York Knicks guard Jalen Brunson and LSU women's basketball standout Flau'jae Johnson, alongside numerous other college athletes. This basketball-centric strategy aligns perfectly with its new crown jewel sponsorship.
Concurrently, BodyArmor has launched its "Choose Better" marketing campaign. While not explicitly linked to the financial reports, the campaign's timing suggests a concerted effort to reshape public perception and drive growth following the reported declines in brand value.
What This Means for Fans
For viewers, the change will be visual. Expect to see BodyArmor coolers, bottles, and branding prominently featured in team huddles and on broadcast backdrops during the 2026 tournament and beyond. It marks the end of an era for Powerade, which had become a familiar sight during the tournament's most intense moments.
The stakes are undeniably high. Securing the NCAA Tournament sponsorship is one of the most visible plays a sports drink brand can make. If becoming the official drink of March Madness—with its massive, captive audience—doesn't provide the jolt BodyArmor needs, it raises questions about what other avenues could effectively reverse its fortunes.
Coca-Cola's decision underscores a bet on BodyArmor's future over Powerade's legacy. The company first invested in BodyArmor with a minority stake in 2018 before completing the purchase three years later. This latest move positions BodyArmor at the heart of the chaotic, thrilling, and nationally celebrated spectacle of March Madness, offering it a unparalleled platform for recovery and growth.
As the nets are cut down in 2025, a new beverage era will be preparing to tip off. When the madness begins again in 2026, the courtside hydration story will have a brand new protagonist.
