BodyArmor is in and Powerade is out as the isotonic beverage with sideline rights and visibility during the Final Four and 89 other NCAA championships. “This is about taking our game to the next level,” said BodyArmor Founder & Chair Mike Repole. “Our goal is to be the number-one sports drink by 2025. ... This will help make us bigger, faster, and allow us to meet opportunities outside the U.S.” Coca-Cola has held top-tier “Corporate Champion” NCAA rights since '02 and is in the fifth of an 11-year sponsorship deal across the soft-drink category. After completing a 15% equity buy in mid-August, Coke had no problem substituting BodyArmor for its Powerade brand with the NCAA.

BodyArmor is in and Powerade is out as the isotonic beverage with sideline rights and visibility during the Final Four and 89 other NCAA championships. “This is about taking our game to the next level,” said BodyArmor Founder & Chair Mike Repole. “Our goal is to be the number-one sports drink by 2025. ... This will help make us bigger, faster, and allow us to meet opportunities outside the U.S.” Coca-Cola has held top-tier “Corporate Champion” NCAA rights since '02 and is in the fifth of an 11-year sponsorship deal across the soft-drink category. After completing a 15% equity buy in mid-August, Coke had no problem substituting BodyArmor for its Powerade brand with the NCAA.