a basketball net and basketball C4
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C4 Energy has signed 128 collegiate basketball players, celebrating athleticism as part of its latest high-energy campaign push

C4 Energy is aiming for a slam dunk with a NIL initiative, C4 Bracket Breakers, signing one player from each men’s and women’s basketball team to compete in upcoming collegiate events. Johni Broome, Mark Sears, Madison Booker, and Lauren Betts are among the athletes featured on the 128-player roster.

C4 energy PR banner with basketballs
credit: C4 Energy

The latest move from the energy drink brand follows its national ad campaign, “Made for Athletes. Certified for Sport,” highlighting the NSF certification of its C4 beverages.

“The energy, passion and culture of college basketball aligns perfectly with our brand,” CMO Robert Zajac said. “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.”

Cam Ward drinking C4
Cam Ward | credit: C4 Energy

The athletes will be featured in several formats, including athlete-driven storytelling and exclusive locker room content.

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