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Volume 27 No. 35
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Blue Jays P Marcus Stroman To Endorse BioSteel, Marking Brand's Foray Into Baseball

Toronto-based sports nutrition brand BioSteel this morning announced an endorsement deal with Blue Jays P Marcus Stroman, the company’s first spokesperson in baseball. Terms of the deal were not disclosed. Seeking to capitalize on the role Stroman played in the Blue Jays’ run to the ’15 ALCS, BioSteel President John Celenza said that adding a baseball player to the brand’s stable of endorsers will help it stay relevant in Canada during the summer months, when Oilers C Connor McDavid, Stars C Tyler Seguin and T’Wolves G Andrew Wiggins are in their respective offseasons. BioSteel plans to feature those four athletes in its next TV spot, slated to come out this summer. The brand also plans to implement a Strikeouts For Discounts campaign around Stroman on social media, in which followers will receive special online deals whenever Stroman records at least seven strikeouts in a game. The agreement, which was handled by The Legacy Agency's Brodie Scoffield and Mike Orefice on Stroman's behalf, comes on the heels of the BioSteel’s largest marketing endeavor yet, signing on as the naming-rights partner for the Raptors’ new practice facility, which is set to open next month. The brand is also making a push into the U.S., recently signing a distribution deal with GNC USA, as well as an endorsement pact with Cowboys LB Sean Lee.