Fastest-growing sports drink expands on larger partnership with MLS
MIAMI, Fla. (January 15, 2020) —
Preseason camp will be here in a matter of days, and thankfully Inter Miami’s players will now have a new official sports drink in order to stay hydrated.
BODYARMOR Sports Drink today announced a multi-year partnership with Inter Miami CF, establishing the brand as the team’s “Official Sports Drink” starting this upcoming 2020 Major League Soccer season. It is the club’s second partnership announced after its partnership with Heineken was unveiled.
As part of the agreement, BODYARMOR Sports Drink will be present at all practices and matches. It will also feature in locker rooms and in training facilities.
BODYARMOR’s logo and branding will be featured on coolers, cups, squirt bottles and towels on sidelines starting this upcoming season.
Announcing a partnership is good, but what makes it beneficial to the parties is activation. On this point, BODYARMOR and Inter Miami have agreed to host local community fan events, including game day Fan Fests. Inter Miami will support BODYARMOR’s youth initiative, which will provide local youth programs with touchline equipment, essential hydration needs and more.
“We are thrilled to partner with BODYARMOR ahead of our historic inaugural season in the league,” said Inter Miami CF Chief Business Officer Jurgen Mainka.
“BODYARMOR understands the unique hydration needs of our athletes and is committed to playing a pivotal role in the ongoing efforts to elevate our athletes, club and league.”Jurgen Mainka
BODYARMOR’s new agreement with Miami is part of the sports drink’s deepening ties with Major League Soccer. Today, the company also announced partnerships with 18 additional MLS teams across the country during a media event and youth soccer skills challenge at LAFC’s Banc of California Stadium, where Inter Miami will plays its first official game. The event featured the Rosanegro’s young designated player from Argentina, Matías Pellegrini, alongside Kobe Bryant and MLS executives and players.
“Given the exciting growth of Major League Soccer as a whole and seeing the impact that each team has within their community, we couldn’t be more thrilled to expand our partnership to include 19 MLS clubs,” said Kobe Bryant, NBA legend and BODYARMOR investor. “As a go-to option for those in need of hydration, we’re excited for the opportunity to provide better-for-you options to Major League Soccer’s world-class athletes both on and off the pitch.”
According to ESPN’s Darren Rovell, Bryant’s initial $6 million investment in BodyArmor, billed as a healthier alternative to Gatorade, is now worth $200 million after Coca-Cola purchased a majority stake in the company. A very healthy return on investment.
BODYARMOR was initially announced as “Official Sports Drink” of Major League Soccer in September 2019. Although the financial terms were not disclosed, the deal is surely a multi-million dollar agreement – the largest multi-year partnership in BODYARMOR history, and took effect on January 1st. The partnership with MLS grants the brand exclusive rights for displays and player use at games, team practices and locker rooms. The company’s logo will be displayed on cups, squirt bottles and towels, and the brand will also work together on content campaigns featuring MLS stars and BodyArmor athlete endorsers.
BODYARMOR’s partnerships with Inter Miami and Major League Soccer comes at a pivotal time for the brand, as BODYARMOR’s growth continues to accelerate and challenge the market leaders. Now the #2 sports drink sold in convenience stores nationwide, BODYARMOR has incredible momentum at retail nationwide and just recently eclipsed $700 million in sales in 2019.