Three Peat: POWERADE Returns To Fuel March Madness With Latest 'IT TAKES MORE' Campaign

With weeks until tip-off for March Madness® 2025, POWERADE, the Official Hydration Partner of the tournament, today announced its latest national marketing campaign, “IT TAKES MORE TO GET THIS FAR.”  Building upon the brand’s commitment to college sports, “IT TAKES MORE TO GET THIS FAR” spotlights the grueling workouts, the setbacks and sacrifices, and the unwavering drive to climb the ladder and ‘cut down the net’ as National Champions.

As the Official Hydration Partner of March Madness®, POWERADE supports athletes on-and-off the field and provides them with MORE electrolytes to power their journey to perform their best when it matters most. To further bring this to life, the new campaign features POWERADE’s recently announced star athlete partners, University of Connecticut (UConn) Huskies forward ALEX KARABAN, University of Arizona Wildcats guard CALEB LOVE, and North Carolina State University (NC State) Wolfpack guard SANIYA RIVERS.

"Winning at the highest level takes relentless dedication, and I’ve experienced firsthand the grind it takes to get there," said UConn forward, Alex Karaban. "As I prep for this year’s tournament, I can’t wait for fans to check out the new campaign to see how POWERADE fuels me every step of the way.”

To further amplify the campaign’s footprint, the brand is also teaming up with more than 35 NIL athletes from colleges and universities across the country for supporting digital and social media content.

The campaign content for “IT TAKES MORE TO GET THIS FAR” includes an athlete-agnostic 30 sec TV spot and supporting content featuring athlete partners ALEX KARABAN, CALEB LOVE, and SANIYA RIVERS.

An extension of the brand’s recent ‘IT TAKES MORE’ thematic for the previous college football season and Paris 2024, POWERADE’s new “IT TAKES MORE TO GET THIS FAR” will debut on Tuesday, February 25th and features national activations across streaming CTV and online platforms, digital, social media, programmatic, out-of-home, and retail extensions lasting throughout the March Madness® tournament. POWERADE will also launch an upcoming campaign with returning partner, Flau’jae Johnson, in the coming weeks. ‘IT TAKES MORE TO GET THIS FAR’ was created by WPP OpenX, led by Ogilvy NY.