Johni Broome, Mark Sears, Madison Booker, Lauren Betts headline C4 Energy 'Bracket Breakers' NIL campaign

With just over a week until Selection Sunday, C4 Energy is gearing up for a huge NIL campaign. The brand announced a huge roster of basketball partners Thursday in both the men’s and women’s game.

C4 kicked off its “Bracket Breakers” campaign Thursday and said it signed 128 athletes to NIL deals. Auburn big man Johni Broome, Alabama guard Mark Sears, Texas forward Madison Booker and UCLA center Lauren Betts are the headliners of the group.

“The energy, passion, and culture of college basketball aligns perfectly with our brand,” said Robert Zajac, C4 energy CMO, in a statement. “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.”

Since the NIL era began, brands have used March Madness as a time to cash in on athlete partnerships. C4 is doing so in a big way with its latest campaign, featuring some of the biggest names in college basketball.

It’s the latest notable NIL venture for C4, as well. The company partnered with former Texas quarterback Quinn Ewers and Georgia wide receiver Zachariah Branch over the last two years as part of a headfirst dive into the space.

C4 Energy partners with top names in men’s women’s hoops

Johni Broome is one of the frontrunners for National Player of the Year this season, helping Auburn to the No. 1 seed in the SEC tournament. He enters Saturday’s season finale against Alabama leading the Tigers with 18 points, 10.7 rebounds, 3.3 assists and 2.4 blocks. His 0.8 steal also ranks fourth on the roster.

Mark Sears is also putting together another big year at Alabama and has become one of the top names in college basketball. A former Ohio transfer, he leads the Crimson Tide with 19.5 points and 5.0 assists while shooting better than 35% from three-point territory.

Off the court, Sears is among the most marketable players in college basketball. His On3 NIL Valuation ranks No. 25 in the men’s college basketball NIL rankings, fueled by more than 40,000 social media followers.

On the women’s basketball side, Madison Booker has been a crucial part of Texas’ success through its first season in the SEC. She heads into the SEC tournament with a team-high 16 points per game, and her 6.5 rebounds on average is second only to Taylor Jones.

This marks Booker’s second straight March Madness NIL campaign. She previously partnered with Keurig last year as the company took a big step into the space.

The driving force behind UCLA’s success this season, Lauren Betts helped get the Bruins a win away from a Big Ten title in their first year in the league. She heads into the conference tournament averaging 19.9 points, 9.9 rebounds and 2.8 blocks – leading the program in all three categories.