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A tide of sound buoys college softball. The background of its tournaments consists of a steady stream of chants, songs and other vocal reassurance from the hitting team’s dugout.
And brands don’t even have to ask to be included in the fun.
Every so often, an ESPN mic catches a team chanting “We don’t drink no lemonade/We just drink our Powerade.” When the cameras inevitably pan to catch some of the action, they find players fashioning rally hats, megaphones and play-by-play announcers’ headsets out of Powerade cups.
While the National Collegiate Athletic Association briefly
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