BodyArmor Takes Over March Madness as Coca-Cola Shuffles Its Sports Drink Portfolio
Coca-Cola is making a strategic shift in college sports: BodyArmor will replace Powerade on the sidelines of March Madness this year as the beverage giant attempts to salvage a struggling sports drink division. The move reflects Coca-Cola’s ongoing challenge in competing against Gatorade, which controls more than 60% of the sports drink market while BodyArmor…