Powerade
Coca-Cola and its isotonic brand, Powerade, have been fixtures at the Final Four for nearly two decades. Through its NCAA partnership, Powerade has owned the sidelines during March Madness. But this year, Powerade sought another way to expand its brand presence in March — through NIL. Working with Altius Sports Partners, Powerade put together a massive marketing program with 38 men’s and women’s basketball players who used their social media reach to connect with basketball fans all over.
