For the 2024-25 college basketball season, POWERADE is welcoming three newcomers to their roster: top college basketball players ALEX KARABAN (UCONN), SANIYA RIVERS (NC STATE), and CALEB LOVE (ARIZONA).
POWERADE recently announced their newest athlete partners this past week via exclusive social collaborations, with additional supporting content going live throughout the 2024-25 season.
As part of the new deals, Alex, Saniya and Caleb will also support the latest iteration of the brand’s IT TAKES MORE platform in 2025. Launching in February ahead of March Madness, POWERADE’s new “IT TAKES MORE TO GET THIS FAR” campaign will highlight the journey it takes for college athletes to make it to March Madness.
Along with digital and social media activations, the three new POWERADE partners will be featured in in-store and external advertising campaigns and appear at local events and help to generate awareness for the brand throughout the country. These latest gamechangers join returning college basketball star, LSU guard and recording artist, FLAU’JAE JOHNSON, on the current brand roster.
The partnership builds upon the brand's existing foundation in college sports as POWERADE's had previous deals with now-NFL stars Jayden Daniels & Jared Verse, among others.
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