BODYARMOR Brings "Choose Better" to Center Court at 2026 March Madness

Feb. 25, 2026

BODYARMOR Sports Drink today announced its return to the college basketball stage as the Official Sports Drink of the NCAA after seven years, tipping off at the 2026 March Madness tournament. The moment underscores the brand’s commitment to better‑for‑you hydration and fueling the next generation of athletes, brought to life through a refreshed “Choose Better” national spot featuring BODYARMOR’s newest partner, LSU senior guard and hip‑hop artist Flau’jae Johnson, alongside a roster of BODYARMOR superstar athletes, including NCAA alum and champion, Jalen Brunson.

As the Official Sports Drink of NCAA March Madness, BODYARMOR is the only hydration beverage featured on tournament sidelines. Throughout the March Madness tournament, BODYARMOR products – including towels, sports bottles, and coolers – will serve as the sole hydration presence on NCAA benches and at hydration stations. BODYARMOR branding will also extend across broadcasts, in-arena signage, digital platforms, and out-of-home marketing during the tournament.

Tom Gargiulo, Chief Marketing Officer at BODYARMOR said:

“The NCAA is home to the most exciting championships in college sports, starting with March Madnessю As the Official Sports Drink of the NCAA, BODYARMOR is at the center of the biggest stage in college basketball. We’re thrilled to welcome Flau’jae Johnson to BODYARMOR as our newest partner. She’s continuing her journey within The Coca‑Cola sports family after representing POWERADE with incredible impact - giving her a new platform and helping us bring our ‘Choose Better’ message to life.”

 

To help bring the NCAA partnership to life, BODYARMOR will continue to activate its “Choose Better” campaign – the brand’s largest national platform to date, launched in April 2025. The refreshed creative builds on the campaign’s rallying cry to break the routine and make more intentional choices, including how we choose to hydrate. The new creative brings together a roster of BODYARMOR superstar partners including Flau’jae Johnson, Jalen Brunson, as well as Joe Burrow and CeeDee Lamb, underscoring the power of choosing better every day.

LSU senior guard Flau’jae Johnson said:

“Winning a national championship is the ultimate goal. To get there, every choice matters - how I train, how I prepare, how I hydrate. As I head into March Madness, I couldn’t be more excited to partner with BODYARMOR Sports Drink to keep me locked in every step of the way.”

 

The refreshed creative will roll out nationally surrounding the 2026 NCAA March Madness tournament with activation across national broadcast, digital, streaming, out‑of‑home, and social media. The first March Madness spot will debut on national TV on Selection Sunday, March 15^th, just days ahead of the start of the tournament.

To further amplify the campaign’s footprint, the brand is also teaming up with more than 20 NIL athletes from colleges and universities across the country to support digital and social media content.

With the brand’s commitment to better-for-you ingredients, great taste, and no artificial flavors, sweeteners, or dyes, BODYARMOR delivers premium hydration to the country’s best collegiate athletes. As the Official Sports Drink of the NCAA and March Madness, BODYARMOR fuels the unforgettable moments that define the tournament, inspiring fans and consumers to ‘Choose Better’ and hydrate with BODYARMOR.

BODYARMOR’s presence within the NCAA follows a standout 2025, highlighted by the launch of the brand’s refreshed visual identity, game-changing product innovation, and continued momentum as one of the fastest-growing sports drinks in the U.S.