Nov. 8, 2010

WHITESTONE, November 8, 2010 - In recent years, POWERADE® has invested heavily in servicing the college community, upping its dedication and support to schools, training staffs, and student-athletes, and hydrating hundreds of NCAA® colleges and universities. That college footprint is about to go even deeper, as POWERADE elevates its existing presence in the multi-year partnership between Coca-Cola North America and the NCAA, through its corporate agreement with CBS Sports and Turner Sports. As the "Official Sports Drink of the NCAA," POWERADE-branded hydration equipment will be showcased on the sidelines during all 88 NCAA championships, beginning with the Division III Men's and Women's Cross Country Championships in mid-November.

"POWERADE is on the sidelines for some of the most prominent sporting events in the world, including the recently completed FIFA World Cup, and the NCAA's championship slate certainly falls into that category " said Bob Cramer, vice president sports marketing, POWERADE. "Considering the POWERADE brand's recent commitment to the larger college family and the strides made in product innovation, we believe it's an excellent fit for NCAA championships."

POWERADE features the ION4® Advanced Electrolyte System that helps replenish four electrolytes lost in sweat, which helps keep student-athletes hydrated and on their game.

The addition of POWERADE to the NCAA championships is the latest stamp of credibility for a beverage brand that has enjoyed strong growth in recent quarters, grabbing nearly three share points from the leading sports drink thus far in 2010**. Marketing activation around the NCAA championships will include POWERADE sideline branding presence through coolers, cups and squeeze bottles, as well as product available for student-athletes, coaches, volunteers and event organizers during competitions. POWERADE will also leverage its newfound standing at retail, in advertising and through innovative marketing programs.

"We welcome POWERADE's branding to NCAA championship sidelines having experienced Coca-Cola's longstanding commitment to the NCAA and the college community over the years," said Greg Shaheen, NCAA interim executive vice president for championships and alliances. "When you consider POWERADE'svisibility and wide reaching appeal today, it is no surprise to see the brand on our championship sidelines."

POWERADE® is a member of the Coca-Cola® family. Coca-Cola is an Official NCAA Corporate Champion, the Official Fan Refreshment of the NCAA and partner with the NCAA in a 13-year association. The agreement allows Coca-Cola to tap into the NCAA's deep connection with college fans through beverage marketing and media rights to 88 NCAA championships.