NCAA Bans Celsius: Under The NCAA’s 2021-2022, A Popular Energy Drink For Athletes..!

NCAA Bans Celsius: Under The NCAA’s 2021-2022, A Popular Energy Drink For Athletes..!

Celsius, a popular energy drink, will no longer be available to athletes under the NCAA’s 2021-2022 Banned Substance Policy. Founded in 2004, this beverage has witnessed a surge in sales among college-aged women, its primary market.

Xyience, a highly caffeinated energy drink company, just launched an ambitious new marketing campaign in collegiate sports media, including advertising on Pac-12 Networks, Big Ten Network, and ESPN.

An exclusive interview programme with the chairman of the College Football Playoff Committee will also be sponsored by Xyience on Sept. 8.

As a result of questioning from USA TODAY Sports, the scope of that marketing effort unexpectedly shifted last week. Sponsorship of the interview show was dropped after two days. Public relations firm PR Newswire deleted a press release supporting the initiative.

The Pac-12 Networks also announced that it will no longer air advertising for the substance, which, if ingested in big enough amounts, may result in a failed NCAA drug test.

According to a Pac-12 Networks representative, “The Pac-12 Networks adhere to strict advertising restrictions that typically accord with the NCAA.” This product was advertised on two of our regional networks early this year, and we can confirm that. We won’t be running these adverts in the future.

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In recent years, caffeinated energy drinks have become widely available in convenience stores and among college students, thanks in part to aggressive marketing.

However, the promotion of these goods can cause beverage companies and broadcasters to run afoul of NCAA guidelines intended to foster a healthy culture, requirements that some believe are too protective and out of sync with mainstream society.

Experimentation with new products continues with Xyience. Even while they aren’t prohibited or unusual in dietary supplements, the substances in their range of fruit-flavoured beverages are regarded as unacceptable or forbidden by the NCAA.

In addition, the NCAA’s advertising standards specify that “most energy or stimulant beverages” are not authorised to be affiliated with NCAA events such as the Final Four but not regular season football or most bowl games, even though no NCAA laws were violated with the marketing effort in question.

Beer advertising is also restricted under these rules, as are businesses involved in sports betting, such as daily fantasy sports. Don Loading, the International Bowl’s former executive director, said that the NCAA rejected a request to allow 5-Hour Energy to be the headline sponsor of the game seven years ago, which resulted in the bowl’s demise.

During regular-season college games, products like 5-Hour Energy and others with comparable compounds have been marketed. As a result, they are still popular among college students, many of whom utilise them to get through their academic workload. Overdosing, on the other hand, might result in an F on a drug test. Long described their connection as “bizarre.”

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The Public Relations Effort

Caffeine and guarana, both of which are included in high concentrations in Xyience beverages, are prohibited stimulants by the NCAA. Ginseng, L-carnitine, and taurine are also found in beverages. These are all banned drugs by the NCAA, thus schools cannot give them to athletes.

The NCAA restricts the use of these substances despite the fact that they are widespread in popular energy drinks. Despite this, Xyience was able to establish a presence in college football’s main tournaments through advertising.

In 2008, the firm entered bankruptcy and was sold to Big Red, a beverage manufacturer based in Austin, Texas, which purchased the brand in 2014.

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Xyience Sought a Makeover Under the New Management.

“We wanted to change to a platform that is more generally attractive than mixed martial arts,” said Thomas Oh, senior vice president of Big Red, the owner of Xyience. Samantha Ponder, a reporter for ESPN, was hired by Xyience as a spokeswoman last year and featured in ads for Xyience.

Xyience advertisements have been shown on more than 230 occasions on networks including Pac-12 Networks, Big Ten Network, ESPN, and ABC thus far this year. According to iSpot.tv, which tracks national TV advertising, the Pac-12 Networks account for over two-thirds of all advertisements shown. According to iSpot.tv, Xyience spent an estimated $912,000 to broadcast that many times.

The College Football Playoff’s digital arm and an online broadcast partner with numerous Football Bowl Subdivision conferences, Campus Insiders, sent a press release on Sept. 8 announcing an expanded marketing campaign.

ncaa bans celsius xyience

The “XYIENCE Digital-exclusive Interview with College Football Playoff Committee Chairman Kirby Hocutt” began on Facebook on November 1st as part of the marketing campaign. The CFP logo appeared next to the phrase “powered by Xyience energy drink” on a weekly football rankings presentation.

Except for one thing, it was a clever marketing strategy. Even though energy drinks are widely available in supermarkets and petrol stations, the NCAA still views them as harmful to collegiate athletes.

The College Football Playoff urged Campus Insiders to separate the CFP from Xyience after an inquiry from USA TODAY Sports. A spokesperson for the College Football Playoff (CFP) indicated that the organisation respects NCAA advertising restrictions and had no idea that Campus Insiders had linked the CFP with Xyience as part of a sponsorship.

In general, and with that drink specifically, Lehe noted, the interview programme with Hocutt “is not something we can have sponsored”.

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 NCAA Importance

At the request of NCAA Sport Science Institute Associate Director Mary Wilfert, athletic trainers and athletic department employees attended an online presentation last week. Energy drinks came up several times during the discussion.

One of Wilfert’s slides said, “The energy drink buzz is a deceptive energy.”. A caffeine and stimulant delivery method is all that so-called energy drinks are.

A high intake of these beverages, the report said, might cause stomach distress, sleep difficulties, heart palpitations, and decreased productivity. NCAA officials urge athletes to focus on eating whole foods, rather than taking unregulated supplements with dubious claims about their efficacy.

Despite the NCAA’s stance that excessive amounts of caffeine are harmful to one’s health, it does not prohibit the use of caffeine in the form of coffee or cola. If a urine caffeine content exceeds 15 micrograms per millilitre, it would be considered a positive test by the NCAA, which drug tests for it

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A typical 16-ounce can of Xyience (176 mg per can) or six to eight cups of coffee provides 500 milligrammes of caffeine within two to three hours of competition, according to NCAA guidelines.

The World Anti-Doping Agency discontinued banning caffeine usage in 2004 due to widespread societal acceptability and the doubtful advantages of caffeine at large doses, thus this is a different approach.

Guarana, a plant, is one of the many components in energy drinks that include caffeine. The NCAA has identified taurine and L-carnitine as two amino acids with the potential to improve athletic performance. Athletes can’t be given such amino acid products by NCAA schools, but they aren’t drug-tested or barred from taking them.

NCAA players may technically still buy Xyience, Red Bull, and 5-Hour Energy on their own and not get in trouble unless they drink too much of them and fail a drug test due to caffeine use.

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This Is the Weak Point.

College sports enthusiasts are still being targeted by energy drink and nutritional supplement businesses.

Since it’s referred to as the “AdvoCare V100 Texas Bowl,” AdvoCare is authorised to be a title sponsor of the event. The V100 is a vitamin chew that does not contain any substances that are in violation of NCAA regulations.

There are certain similarities between the components in Red Bull and 5-Hour Energy, and both have been marketed during regular-season college games owing to a loophole that is probably unnoticeable to most viewers.

However, according to Loading, who operated the now-defunct International Bowl, 5-Hour Energy commercials were even permitted to air during his bowl game despite the NCAA’s prohibition on 5-Hour Energy as the event sponsor.

ncaa bans celsius

Through a public-relations representative, ESPN and Ponder declined to comment. The Big Ten Network and Campus Insiders did not respond to requests for comment.

Oh, the Xyience marketing exec, still doesn’t understand the NCAA’s viewpoint. Energy drinks have grown in popularity in the United States since Red Bull made its debut here in 1997.

According to market research firm Mintel, sales of energy drinks and shots in the United States are expected to reach $17.3 billion in 2020, up from $11.2 billion in 2014 and $8.1 billion in 2010.