Its line of fruit-flavored drinks contains ingredients that are considered impermissible or banned by the NCAA, even though they’re not illegal or unusual among dietary supplements. Xyience became the latest product to test the limits. But advertising for the products can cause drink companies and broadcasters to bump up against NCAA standards designed to promote a culture of good health, standards considered by some to be overprotective and out of step with the mainstream. We will not run these ads going forward.”Ĭaffeine-stoked energy drinks have become commonplace in convenience stores and the hands of young adults on college campuses in recent years, with an advertising effort to match. “We can confirm advertising for this product did air on two of our regional networks earlier this year. “The Pac-12 Networks has specific advertising guidelines that generally align with the NCAA,” Pac-12 Networks spokesman Wes Mallette said in a statement. And the Pac-12 Networks said it no longer would run commercials for the product, which could cause a failed NCAA drug test if consumed in large enough quantities. An online news release promoting the marketing campaign was erased from PR Newswire. Within two days, the interview show sponsorship was dropped. 8, Xyience also announced it would be the headline sponsor of an exclusive interview show with the chairman of the College Football Playoff committee.īut the scope of that marketing campaign suddenly changed last week after questions from USA TODAY Sports about how such a drink squared with NCAA rules. A highly caffeinated energy drink brand called “Xyience” recently launched an ambitious new marketing campaign in college sports media, including commercials on the Pac-12 Networks, the Big Ten Network and ESPN.
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