Eberechi Eze, a professional footballer in the Premier League and for the England national team, has embarked on a new business venture.
The Crystal Palace midfielder has invested in Virtue Drinks, a clear energy drink, as part of a £2m investment round which also saw a cash injection from James Watt, the co-founder of craft beer brand BrewDog.
This is not the first time a football personality has invested in the company, with Chris Smalling, former Manchester United and England and current Saudi Pro League player also an investor.
Rahi Daneshmand, Founder and CEO of Virtue, said: “We are really excited to partner with Eberechi Eze and James Watt to build the leading clean energy drink brand globally. Their belief in our vision and commitment to our growth emphasises the positive impact we plan to achieve together.
“As the first all-natural energy drink with zero sugar and zero calories, Virtue is well positioned to lead the way for clean energy. These partnerships mark the start of an exciting next chapter for Virtue, and we can’t wait for even more people to enjoy our clean energy drinks.”
Virtue has confirmed that Eze will play an active role in its marketing strategy, with the firm adding that his involvement ‘is expected to enhance the brand’s reach’. This suggests a brand ambassador deal could potentially be on the cards.
Footballers engaging in marketing activities and investments outside of their playing career is nothing new. If anything, doing so is smart decision making, enabling players to build up an investment portfolio for when their on-pitch career inevitably comes to an end.
Drinks and nutrition companies are often a target for these athletes. A couple of years ago, for example, Thomas Hal Robson-Kanu, former West Bromwich Albion and Wales player, spoke to Insider Sport about his involvement with The Turmeric Co, a nutrition firm.
Commenting on his investment in Virtue, Eze said: “Virtue is more than just an energy drink to me, it’s a brand I truly believe in. Its clean energy aligns with my lifestyle on and off the pitch. I am excited to be part of a brand that is all about a natural, healthier way to energise.”
