Start-Ups, Challenger Brands Leaning on Equity-For-Endorsement Deals, Despite...
On Aug. 5, BODYARMOR announced the addition of Christian McCaffrey, Trae Young, Sabrina Ionescu, CeeDee Lamb, Kemba Walker, Drew Lock and Ronald Acuña Jr., to its stable of athlete endorsers (which...
View ArticleDrone Racing League Seeks New Heights with BodyArmor, Champion, Respawn Pacts
Nearly a month after striking a five-year deal with Genius Sports to help get approved for legal sports gambling, the Drone Racing League has found three more partners to help the company reach new...
View ArticleKobe’s $400 Million Leads Athlete Payouts After BodyArmor Sale
Over the past decade, there has been a surge in the number of athletes forgoing cash in exchange for equity in endorsement deals with startup companies. They are after that 50 Cent payday, named after...
View ArticleSporticast: BodyArmor’s $8 Billion Sale a Windfall for Many Athletes
On the latest Sporticast episode, hosts Scott Soshnick and Eben Novy-Williams discuss some of the biggest sports business stories of the week, including Coca-Cola’s decision to buy the remainder of...
View ArticleBodyArmor and Founder Repole Donate $24 Million to Kobe Foundation
Kobe Bryant played a critical role in helping BodyArmor become the No. 2 sports drink brand in the U.S. The company and its founder, Mike Repole, want to ensure the legacy of the basketball great...
View ArticlePowerade and BodyArmor Tag Team on New Formula to Challenge Gatorade
Coca-Cola created Powerade 35 years ago, and it quickly made a splash as the first sports drink sponsor at an Olympics—the 1988 Games in Seoul. But despite the fast start and the backing of the largest...
View ArticleBryce Young Partners With BodyArmor Ahead of NFL Draft
Former Alabama quarterback Bryce Young grew up in Southern California as a fan of the Los Angeles Lakers. So his new partnership with BodyArmor, which will be announced Tuesday, carried some extra...
View ArticleBioSteel Files for Bankruptcy Protection, Will Lay Off 181 Employees
BioSteel Sports Nutrition has filed for creditor protection under the Companies’ Creditors Arrangement Act (CCAA). The company will now undergo a court-supervised sale process for its business and...
View ArticleNHL Adds BodyArmor as Sports Drink Sponsor Through 2029
The NHL playoffs begin Saturday with the Carolina Hurricanes the slight favorites to raise the Stanley Cup. The playoff opener will also mark the start of the NHL’s partnership with BodyArmor as the...
View ArticleMahomes Launches Throne Coffee Brand With Former BodyArmor Exec
Patrick Mahomes has transformed the quarterback position during his first seven seasons in the NFL. Now the Kansas City Chiefs quarterback wants to do the same in the coffee game. Mahomes has launched...
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