Everyone without a sponsorship tries to hijack March Madness. Very few actually pull it off.

For the NCAA Tournament, C4 Energy sponsored 128 athletes across nearly every men’s and women’s team. But instead of sending cans, hoping for a logo cameo, we turned C4 into the thing every winning locker room wanted: a champagne bottle. C4 CH4MPAGNE gave athletes their own victory shower moment, minus the alcohol are too young to drink.

Then the internet did its thing. Players sprayed bottles in locker rooms, carried them onto planes, and posed with national championship trophies while C4 sat front and center. On live TV. For over 20 minutes. In front of millions. The official sponsors probably hated it. The athletes loved it. And we got to join celebration anyway. (Scroll for results).