When the final seconds roll off the clock at this year's Final Four, the winning coach need not fear the Gatorade shower; He should be on the lookout for a cooler of Vitaminwater.

After a dodging a potential PR-nightmare a few weeks back -- the NCAA reported that certain flavors were causing athletes to fail drug tests -- Vitaminwater has flipped the script and become a multimillion-dollar sponsor at this year's NCAA Tournament.

The most obvious infusion of the sports drink in on the sidelines; The quintessential orange jugs of "G" have been replaced with purple-an-white jugs of "V." Known mostly for its celebrity endorsements and irreverent commercials (hmm... perhaps that is what prompted "The Quest for G"?), the Coke-owned product is making its first March Madness appearance.

On the whole, Coke spent $25.8 million on advertising during the 2008 tourney, trailing only GM and AT&T. This year's budget is dedicated to touting Vitaminwater and Coke Zero.

In addition to serving their "Revive" flavor on the sidelines, Vitaminwater is also sponsoring a MySpace bracket challenge and has launched revive2survive.com, a site where users submit videos of great basketball moments.

Have you noticed "The V" on the sidelines? Is it money well-spent by Coke? Is the thought of a "Vitaminwater Shower" enough to make a coach throw the championship? Holla.