New Data From DAIVID & Kinetiq Shows BODYARMOR Debut Increased Coca-Cola’s March Madness Visibility By 55%

Creator data provider DAIVID and Kinetiq, the leading AI-powered platform for global media and marketing intelligence, today (10th April, 2026) released new analysis of sports drink advertising across the 2025 and 2026 NCAA Men’s and Women’s March Madness tournaments, marking Coca-Cola’s first shift in official NCAA sponsorship from POWERADE to BODYARMOR in more than 15 years.

The move is part of Coca-Cola’s broader effort to scale BODYARMOR, a premium, “better-for-you” sports drink it fully acquired for USD$5.6bn (£4.2bn), as it…