C4 Energy has signed “128 basketball players from every team in the men’s and women’s tournament” to “fill its March Madness name, image, and likeness (NIL) sponsorship roster and serve as spokespeople for its C4 Performance Energy Drink,” according to Jason Notte of ADWEEK. C4 Performance Energy recently received the National Science Foundation’s “NSF Certified for Sport” designation, and both C4 Energy and its parent company, Nutrabolt, have “built an entire campaign around that federal designation.” According to the NSF, the certification ensures that “a certified product does not contain any of the 290 substances banned by athletic associations.” C4 Energy March Madness NIL roster features players such as Auburn F Johni Broome, UCLA C Lauren Betts, Alabama G Mark Sears, and Texas F Madison Booker. The brand “plans to reveal the full lineup on Instagram throughout the tournament.” C4 Energy is also adding the athletes to a separate campaign called “Made For Athletes, Certified For Sport,” which launched earlier this month. That campaign “also focuses on the NSF certification and features” Texans QB C.J. Stroud, Falcons RB Bijan Robinson, former Miami QB Cam Ward and WWE wrestler Rhea Ripley. C4 Energy worked with creative agency Flower Shop on the campaign (ADWEEK, 3/6).
C4 Energy signs college basketball players to NIL deals ahead of March Madness
