BC Powder®, the trusted choice for fast headache pain relief, today announced a new sponsorship with the Southeastern Conference (SEC). Just in time for basketball championship season, the BC Powder sponsorship will introduce SEC fans to the fast-acting analgesic with a multi-tiered marketing campaign that includes 30-second television spots, radio broadcasts and consumer events that—like the campaign theme—are all about speed. The sponsorship will continue through football season this fall. To jump start the new campaign, BC Powder will have a significant presence at Bridgestone Arena in Nashville at the Men’s SEC basketball tournament from March 13 to 17. Visitors to Music City can preview BC Powder ads and images on a Video Board and LED panels, and enter the “BC Speed Zone,” a unique fan experience at SEC Basketball Fanfare located at the Nashville Convention Center. “For BC, sponsoring the SEC, renowned for its speed and dominant, fast-paced play, is a perfect fit,” said Wendy Frye, Senior Brand Manager, BC Powder. “We want to remind sports fans that you don’t need to wait for relief. SEC championship games are fast-paced and winners can be determined in a matter of seconds. BC Powder brings fast relief, so fans won’t lose precious seconds rooting for their teams just because they have a headache. ” The “It’s All About Speed” campaign will be activated at retail through themed displays, remote radio broadcasts and a branded mobile unit to support on-site contests. This fall, the mobile unit will travel to select SEC campuses where fans can enter to win prizes, receive product samples and connect with Fast-Paced Ambassadors to learn more about BC Powder. Consumers will also have the chance to get some quick cash by participating in the BC Fast Cash money booth – a portable booth that challenges players to grab as much cash as they can in a short amount of time. The legendary analgesic will also join game-day festivities for the SEC Football Fanfare at the Georgia World Congress Center prior to the SEC Championship game.