September 30, 2023

Digital Marketing Education

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Joe Burrow will promote Coca-Cola’s Bodyarmor

Sports drinks are a competitive endorsement category as brands vie for top athletes. Bodyarmor’s roster includes Christian McCaffrey and CeeDee Lamb from football, basketball stars Donovan Mitchell and Sabrina Ionescu, baseball’s Ronald Acuna Jr. and women’s soccer star Alex Morgan. In April, it signed Bryce Young, the top pick in this year’s NFL draft.

Also: Jennifer Lopez stars in largest Bodyarmor campaign to date

Coca-Cola bought full control of Bodyarmor for $5.6 billion in 2021 as it battles for market share against PepsiCo Inc.’s industry leader, Gatorade. At the beginning of this year, Coca-Cola put its Powerade brand under the purview of its Bodyarmor division and entrusted its executives with reinvigorating the older label.

At 26, Burrow has emerged as one of the NFL’s superstars after making the Pro Bowl and leading his Bengals to a Super Bowl appearance in 2022. He reported to training camp this week amid chatter of a potential contract extension with the team.


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