Powerade is running ads against the men’s and women’s tournaments and working with college stars like LSU guard Flau’jae Johnson in an effort to reach Gen Z consumers.
The insurance brand’s campaign, “Bateman vs. Batman,” is meant to appeal to a wide base of viewers during and after the college basketball tournament.
The company is looking to drive signups to its Tournament Challenge and introduce users to other fantasy games and products.
In addition to breaking records on the court, Clark is also dazzling her sponsors. “She’s jump-started a new era of basketball,” a Gatorade exec said.
The national championship was the most-watched basketball game—men’s or women’s, college or pro—since 2019.
Basketball is a big deal for the brand, especially during March Madness, and especially on the women’s side.
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.
