THE WEEKLY REPORT

Good Morning!

March Madness is around the corner, and brands are already making moves to capture the attention of college hoops fans. This week, we’re diving into Powerade’s latest campaign and how it’s positioning itself in the madness. We’ll also take a look at the brands that went all-in on spending during last year’s tournament and break down TravisMathew’s partnership with USC men’s volleyball. Let’s get into it.

— Jack Adler and Nick Zoarski

Powerade’s March Madness Play: Targeting the Next Generation

Powerade is making a big push for March Madness with its "It Takes More To Get This Far" campaign, aiming to connect with Gen Z and Gen Alpha basketball fans. The brand is doubling down on NIL partnerships and digital-first marketing to stay relevant with younger audiences.

Key Highlights of the Campaign

• Star Athletes at the Forefront: College basketball standouts Alex Karaban (UConn), Saniya Rivers (NC State), and Caleb Love (Arizona) lead the campaign after signing with Powerade in December.

• Multichannel Strategy: The campaign includes a 30-second TV spot, streaming ads, social and digital content, out-of-home placements, and retail extensions.

• Heavy NIL Investment: Powerade is working with 35+ college athletes to amplify the campaign across social media.

• Part of a Bigger Play: This is a continuation of Powerade’s “It Takes More” branding from last year’s March Madness, the 2024 Olympics, and the college football season.

• Expanding Beyond Basketball: Alongside NCAA sponsorships, Powerade is also moving into soccer, becoming the official sports drink for MLS and U.S. Soccer to further its reach with young fans.

Powerade’s push isn’t just about brand visibility—it’s a direct play to cement itself as the go-to sports drink for the next generation of athletes and fans.

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The Big Spenders: Brands That Went All-In on March Madness Last Year

March Madness isn’t just a battleground for teams—it’s prime time for brands looking to engage with millions of passionate fans. Last year, a few standout brands made massive investments to capture the moment.

Top Brands That Activated During March Madness 2024:

• Optimum Nutrition – Leveraging the tournament’s fitness-focused audience, Optimum Nutrition pushed protein-packed messaging through NIL partnerships, social campaigns, and in-arena activations.

• Cheez-It – A tournament staple, Cheez-It went all-in with bold, playful marketing, including courtside activations and digital content featuring college athletes.

• Keurig – The coffee brand positioned itself as the go-to fuel for late-night game-watching, using digital ads, influencer collaborations, and themed product bundles.

• Ritz Crackers – Ritz capitalized on game-day snacking, rolling out limited-time promotions, social media challenges, and retail tie-ins to boost in-store sales.

• Buffalo Wild Wings – With its strong association with sports culture, BWW ran promotions tied to overtime games, NIL activations with college athletes, and interactive social media content to drive foot traffic to its restaurants.

These brands didn’t just buy ad space—they built creative, fan-first activations that connected directly with the excitement of March Madness. Expect to see even bigger plays from them this year.

👉 For the full list of brand spending insights from last year’s March Madness—and a deep dive into the top athlete marketing trends—check out our just-released 2025 March Madness Athlete Marketability Report.

TravisMatthew Breaks New Ground with USC Men’s Volleyball Partnership

TravisMathew is making history with its first-ever collegiate team partnership, aligning with the USC men’s volleyball team in a move that highlights the growing trend of team-wide NIL deals. As brands look for more efficient, scalable ways to activate in the college sports space, these full-team collaborations are becoming increasingly popular.

Why This Partnership Matters:

• A Growing NIL Trend: Team-wide deals are gaining traction, with brands recognizing the power of collective influence over individual sponsorships. We’ve seen similar moves in football, basketball, and even Olympic sports, as companies look to make a broader impact.

• Strategic Expansion for TravisMathew: Traditionally known for its presence in golf and lifestyle apparel, TravisMathew is now tapping into emerging sports and college athletics to grow its audience.

• Licensed Apparel Integration: The deal also helps bridge NIL and licensed merchandise, giving athletes apparel that fits both their sport and personal brand.

• Unlocking New Marketing Playbooks: Team-wide deals offer brands more comprehensive marketing opportunities, allowing them to activate across social media, team events, and in-game exposure all at once.

With more brands looking to streamline NIL partnerships, expect team-wide collaborations like this to become a cornerstone of athlete marketing in college sports.

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