The LA Lakers has named BioSteel as its official sports drink, replacing 25-year partner Gatorade and marking the firm’s ninth sports collaboration.
BioSteel branding will feature on and off the court at the Lakers’ Staples Centre arena as a result of the partnership, including in-arena signage as well as on the team bench and inside the locker room.
Additionally, although financial terms have not been disclosed, it has been reported by CNBC that industry experts estimate beverage deals with National Basketball Association (NBA) franchises to generate up to $5 million per season.
Based in Toronto, BioSteel was established by former National Hockey League (NHL) player Mike Cammalleri in 2009, with the aim of producing a sugar-free and eco-friendly sports drink. The company joins a range of firms to have partnered with the franchise, including most recently sports therapy provider Hyperice.
“Fans worldwide know the Lakers as one of the most entertaining and storied franchises in all of sports, and we’re excited they’ve chosen BioSteel as their team’s official sports drink,” Cammalleri remarked.
“Spending the first part of my NHL career in LA, I take great pride in seeing this come full circle. We look forward to providing the Lakers with ‘Clean. Healthy. Hydration.’ and to expanding on our message of providing a better for you product to athletes and consumers across the U.S.”
Prior to linking with the Lakers, BioSteel had previously partnered with the Toronto Raptors, Dallas Mavericks and the Brooklyn Nets, whilst also maintaining endorsements with athletes Patrick Mahomes and Ezekiel Elliot of the National Football League (NFL), basketball player Luke Doncic and Christen Press of the US national women’s association football team.
Tim Harris, LA Lakers President of Business Operations, added: “We are committed to providing our players with the products and tools needed to improve their performance.
“With quality clean ingredients and sustainable packaging, BioSteel leads the way in supporting the health and wellness of athletes, which makes them a perfect sponsor for our team. We are thrilled to welcome them to the Lakers.”