body armor/us soccer
Sports hydration brand Body Armor has signed a five-year marketing agreement with U.S. Soccer, joining parent company Coca-Cola as the federation's official sponsor. The deal will run through several major international soccer events held in the United States, including the 2026 World Cup and the 2028 Los Angeles Olympics.Brands Added U.S. Women's Players (and Sisters) alyssa and Gisele ThompsonBoth players play for Angel City FC in the NWSL and join a roster of athlete endorsers that already includes the San Diego Wave F. alex morgan.
After the U.S. Soccer Federation signed a long-term deal with Coca-Cola ahead of last summer's Women's World Cup, BodyArmor effectively became U.S. Soccer's waiting partner in the sports drinks division. Canadian sports drink brand BioSteel signed on as a partner with U.S. Soccer in this category in 2021, but at the time the deal was signed until the end of 2024. However, several months after the Coca-Cola deal, BioSteel filed for bankruptcy protection and reported that it owed US Soccer $497,542. Parent company Canopy Growth subsequently sold BioSteel to Coachwood Group in a court-approved deal, and the contract with U.S. Soccer ended. As a result, BodyArmor was able to enter the company a year earlier than expected.
“We have been in discussions with U.S. Soccer for quite some time and knew that our relationship with BioSteel would end at the end of 2024, so we were proactive in trying to start this relationship as soon as our relationship with BioSteel ended.” ” said BodyArmor CMO. Thomas Gargiulo Said. “Given the fact that they filed for bankruptcy, we spoke with U.S. Soccer to see if there was an opportunity to start this relationship a little earlier. That's one of the reasons we were able to bring it to 2024. ”
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The US Soccer deal is BodyArmor's second major undertaking in the aftermath of the BioSteel bankruptcy. Last month, BodyArmor announced a partnership with Oilers C. conor mcdavidis a long-time supporter of BioSteel and will help accelerate its expansion into Canada.
BodyArmor will begin supplying U.S. Soccer this year, and its branding will be featured on coolers, cups, squirt bottles and towels. The federation will also work with BodyArmor on custom content and media integrations featuring top players, including the Morgan and Thompson sisters.
For BodyArmor, the agreement with US Soccer further strengthens an already strong partnership in the soccer space. Gargiulo said that in addition to being the official sports drink of MLS since 2019, the brand is also a key player in Coca-Cola's lead-up to the 2026 FIFA World Cup through beverage giant Coca-Cola's long-standing relationship with world football's governing body. He said it will be an important part of his plans.