After $960 Million Write-Down, BodyArmor Seeks Turnaround With NCAA, NASCAR Sponsorships

Forbes Business

by Tim Casey, Senior Contributor

February 24, 2026

AI-Generated Deep Dive Summary

Coca-Cola is doubling down on BodyArmor after writing off $960 million of its value. The beverage giant plans to boost the sports drink brand's visibility through high-profile NCAA basketball tournament and NASCAR sponsorships. This move comes as part of a turnaround strategy to revitalize BodyArmor, which has struggled to gain market share against competitors like Gatorade and Powerade. The $960 million write-down reflects Coca-Cola's re-evaluation of BodyArmor's brand value, signaling challenges in its performance and consumer appeal. Despite this financial adjustment, the company remains committed to leveraging sports marketing to drive growth. By associating with major NCAA programs and NASCAR events, BodyArmor aims to tap into the vast fan bases of these popular athletic competitions. Coca-Cola’s decision to increase promotion for BodyArmor highlights the importance of strategic partnerships in reviving underperforming brands. The focus on youth sports through NCAA tournaments and the high-energy environment of NASCAR races aligns with efforts to appeal to younger, active consumers. This approach could help shift perceptions of BodyArmor as a niche product into a more mainstream contender. For business readers, this pivot underscores the power of sponsorship deals in brand recovery. By investing in high-impact marketing initiatives, Coca-Cola aims to position BodyArmor for long-term success. The move also reflects the company's broader strategy to diversify its portfolio and maintain relevance in the competitive sports drink market.

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Originally published on Forbes Business on 2/24/2026