AUSTIN, Texas, March 6, 2025. In a bold move to further solidify its position as a leader in sports performance, C4 Energy is set to dominate the college basketball conversation during one of the most exciting times of the year. In a first-of-its kind NIL program, C4 is signing one standout player from each men’s and women’s basketball team who will compete in the upcoming collegiate events. The 128 athletes, dubbed the “C4 Bracket Breakers,” will be fueled by C4 Performance Energy as they shatter expectations, rewrite headlines, and bust fan brackets everywhere.
This program marks the next chapter in C4 Energy’s “Made For Athletes. Certified for Sport®” campaign, highlighting the brand’s prestigious NSF Certification, reinforcing the locker room favorite energy drink meets rigorous safety, quality, and performance standards and contains no unsafe levels of athletic banned substances.
“The energy, passion, and culture of college basketball aligns perfectly with our brand,” said Robert Zajac, CMO. “By assembling the C4 Bracket Breakers squad, we’re not just celebrating the athletes—we’re supporting their journeys, their victories, and the unforgettable moments that define the competition with a safe product that they use and trust.”
Through a powerful mix of athlete-driven storytelling, exclusive locker room content, and a dynamic paid media push, C4 will celebrate the star athletes by showcasing its commitment to fueling them through their biggest collegiate sports achievements. These authentic, relatable moments will showcase the hard work and dedication behind every game, building a deeper connection between C4 and their sports-obsessed audience.
The roster features top-tier athletes such as Johni Broome, Mark Sears, Madison Booker, and Lauren Betts. To review the full lineup, follow along on @c4energy on Instagram.
