BodyArmor has been on a marketing tear as of late. Yesterday, the company continued that trend as the fastest-growing sports drink announced a new partnership with Arizona Cardinals quarterback Kyler Murray.
As part of the partnership, Murray will appear in national advertising campaigns, retail activations, and digital and social activations. The second-year quarterback also received equity in the company as part of the deal, a growing trend for challenger brands looking to secure top-tier talent partnerships with little capital upfront.
“Kyler Murray is one of the most electrifying, young athletes in today’s game,” said Michael Fedele, VP of Marketing at BodyArmour. “Given his talent and how much the brand has grown, we’re excited to add a player of his caliber to our already impressive roster and continue showing fans everywhere that today’s top athletes are choosing BodyArmor.”
The 2019 Offensive Rookie of the Year joins an impressive athlete roster at BodyArmor that includes Mookie Betts, Christian McCaffrey, Mike Trout, James Harden, Naomi Osaka, Ja Morant, Trae Young, Sabrina Ionescu and others.
Now the #2 sports drink sold in convenience stores nationwide with nearly $1 billion in sales, BodyArmor will likely continue its aggressive push into sports marketing. In addition to star power, the brand is also the Official Sports Drink of the UFC, Major League Soccer, and the US Open.
Layton Lassiter is a public relations executive and writer covering sports marketing at Sports Agent Blog and SportsMarketingReview.com.
Twitter: @laytonlassiter Email: [email protected]