Major League Soccer has inked a multiyear deal with BodyArmor sports drink.
The beverage is now the league’s official sports drink partner in the United States and will be featured at the inaugural Leagues Cup Final Sept. 18, with the formal partnership commencing in January 2020.
BodyArmor will hydrate MLS players in locker rooms and in training facilities. The company’s logo and branding will be featured on coolers, cups, squirt bottles and towels on MLS sidelines within the territory starting in 2020. BodyArmor and MLS will also collaborate on exclusive custom content and key media integrations featuring top MLS players and BodyArmor athlete partners.
The partnership will enable BodyArmor to forge deeper connections with soccer’s engaged millennial and multicultural fan base, says Carter Ladd, MLS senior vice president of business development.
“BodyArmor is an incredible supporter of the league and recognizes the value of the game and the vital role hydration plays for our athletes,” Ladd tells Marketing Daily.
The wide-ranging partnership extends BodyArmor’s presence beyond MLS to the Leagues Cup and Campeones Cup, annual competitions pitting the two best soccer Leagues in North America against each other on an annual basis.
Now the second most popular sports drink sold in convenience stores nationwide after Gatorade, BodyArmor is on track to eclipse $700 million in retail sales by the end of 2019, according to the company.
BodyArmor is also the official sports drink of UFC, the mixed martial arts organization.
The beverage company's athlete partner roster includes Los Angeles Angels’ Mike Trout, Houston Rocket’s James Harden, PGA golfer Dustin Johnson, Utah Jazz’s Donovan Mitchell, NASCAR’s Ryan Blaney, Boston Red Sox’s Mookie Betts and Phoenix Mercury’s Diana Taurasi. The company recently announced Cleveland Browns’ Baker Mayfield and tennis player Naomi Osaka as the brand’s newest athlete partners and shareholders.