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The NCAA Tournament Officially Has A New Drink Sponsor

Originally posted on The Spun | By Tzvi Machlin | Last updated Feb 25, 2026 4:22 PM ET

We're less than a month away from the start of NCAA Tournament and March Madness, but there's likely going to be some changes to your viewing experience.

According to college sports reporter Ben Portnoy of the Sports Business Journal, BodyArmor is slated to become the new official sports drink of the NCAA starting during March Madness. Per the report, BodyArmor's parent company Coca-Cola is switching out its iconic Powerade brand as part of the move.

"Some AM sponsor news : BodyArmor is set to become the official sports drink of the NCAA, beginning with March Madness. BodyArmor replaces Powerade as part of a strategic shift from Coca-Cola, which has been one of the NCAA’s Corporate Champions for years," Portnoy wrote on X.

Some AM sponsor news : BodyArmor is set to become the official sports drink of the NCAA, beginning with March Madness.

BodyArmor replaces Powerade as part of a strategic shift from Coca-Cola, which has been one of the NCAA’s Corporate Champions for years. pic.twitter.com/QMkwKzdGAG
— Ben Portnoy (@bportnoy15) February 24, 2026

BodyArmor and Basketball

The NCAA Tournament isn't the only entity receiving a major shot in the arm from BodyArmor. Basketball superstars Flau'jae Johnson and Jalen Brunson have recently signed deals with the brand along with dozens of other college student-athletes.

BodyArmor recently launched its "Choose Better" campaign, likely in response to a reported issue with the brand's value.

According to Tim Casey of Forbes, BodyArmor's value has been plummeting over the past two years, taking a $960 million write-down in 2025 and a $760 million write-down in 2024. Coca-Cola fully acquired the brand in 2021 after first buying a minority share in the company back in 2018.

INDIANAPOLIS, INDIANA - MARCH 21: A general view of the March Madness logo on center court is seen before the game between the Oral Roberts Golden Eagles and the Florida Gators in the second round game of the 2021 NCAA Men's Basketball Tournament at Indiana Farmers Coliseum on March 21, 2021 in Indianapolis, Indiana. (Photo by Maddie Meyer/Getty Images)

"The marketing push comes as BodyArmor’s value continues to plummet since Coca-Cola fully acquired it in November 2021 in a deal that valued BodyArmor at more than $6.5 billion. Coca-Cola bought a 15% stake in BodyArmor in 2018 and purchased the remaining 85% interest three years later," Casey wrote.

"Coca-Cola disclosed this month that at the end of last year it took a $960 million write-down of the value of BodyArmor. That follows a $760 million write-down of BodyArmor in 2024."

If becoming a big-time sponsor of the NCAA Tournament doesn't give BodyArmor the injection it reportedly needs, it's hard to imagine that anything else will.

This article first appeared on The Spun and was syndicated with permission.

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