Powerade becomes official sports drink of NCAA

Back to TopCommentsE-mailPrintBookmark and Share

NCAA officials on Monday announced a multi-year deal with Coca-Cola, making Powerade the official sports drink of the association’s 88 championship events, beginning with the Division III cross-country championships later this month.

In replacing Vitamin Water as the NCAA’s official sports drink, Powerade’s logo will be seen on cups, coolers, towels and drink carriers on sidelines and bench areas at all NCAA-sanctioned events, including during the men’s basketball tournament and Final Four in March and April.

Terms of the deal were not disclosed.

Powerade officials hope their deal with the NCAA will help it maintain recent sales momentum. According to Beverage Digest, a trade publication covering the industry, Powerade saw sales decreases in 2008 and 2009 before bouncing back with a 25-percent so far increase this year.

Gatorade retains the biggest share of the sports drink category at 71.4 percent, according to Beverage Digest , compared to Powerade’s 27.3 percent. Powerade’s share has grown by nearly 3 percentage points this year.

Gatorade, which was developed at the University of Florida and later manufactured by Stokely-Van Camp in Indianapolis, still has deals with a number of individual NCAA schools and will retain a presence in college athletics. But when it comes to NCAA championship events, there will be no victory-celebrating Gatorade baths.

Depending on individual deals with schools and football bowl games, Gatorade could still be on the sideline of the BCS college football title game. But Powerade will be on the sideline of the NCAA-sanctioned Division I-AA, Division II and Division III football championships.

Bob Cramer, vice president of sports marketing at Powerade, said the company is building a major campaign on its NCAA relationship, with plans to launch an extensive advertising onslaught immediately prior to March Madness.

Powerade also has deals with the National Basketball Association’s Chris Paul and Derrick Rose, Major League Baseball’s Ryan Howard and the National Football League’s Chris Johnson, as well as FIFA’s World Cup, more than 200 colleges, a dozen MLB franchises and a handful of NBA teams.


Post a comment to this story

We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
You are legally responsible for what you post and your anonymity is not guaranteed.
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by

facebook - twitter on Facebook & Twitter

Follow on TwitterFollow IBJ on Facebook:
Follow on TwitterFollow IBJ's Tweets on these topics:
Subscribe to IBJ
  1. I am not by any means judging whether this is a good or bad project. It's pretty simple, the developers are not showing a hardship or need for this economic incentive. It is a vacant field, the easiest for development, and the developer already has the money to invest $26 million for construction. If they can afford that, they can afford to pay property taxes just like the rest of the residents do. As well, an average of $15/hour is an absolute joke in terms of economic development. Get in high paying jobs and maybe there's a different story. But that's the problem with this ask, it is speculative and users are just not known.

  2. Shouldn't this be a museum

  3. I don't have a problem with higher taxes, since it is obvious that our city is not adequately funded. And Ballard doesn't want to admit it, but he has increased taxes indirectly by 1) selling assets and spending the money, 2) letting now private entities increase user fees which were previously capped, 3) by spending reserves, and 4) by heavy dependence on TIFs. At the end, these are all indirect tax increases since someone will eventually have to pay for them. It's mathematics. You put property tax caps ("tax cut"), but you don't cut expenditures (justifiably so), so you increase taxes indirectly.

  4. Marijuana is the safest natural drug grown. Addiction is never physical. Marijuana health benefits are far more reaching then synthesized drugs. Abbott, Lilly, and the thousands of others create poisons and label them as medication. There is no current manufactured drug on the market that does not pose immediate and long term threat to the human anatomy. Certainly the potency of marijuana has increased by hybrids and growing techniques. However, Alcohol has been proven to destroy more families, relationships, cause more deaths and injuries in addition to the damage done to the body. Many confrontations such as domestic violence and other crimes can be attributed to alcohol. The criminal activities and injustices that surround marijuana exists because it is illegal in much of the world. If legalized throughout the world you would see a dramatic decrease in such activities and a savings to many countries for legal prosecutions, incarceration etc in regards to marijuana. It indeed can create wealth for the government by collecting taxes, creating jobs, etc.... I personally do not partake. I do hope it is legalized throughout the world.

  5. Build the resevoir. If built this will provide jobs and a reason to visit Anderson. The city needs to do something to differentiate itself from other cities in the area. Kudos to people with vision that are backing this project.