MLS Deal Part Of BodyArmor's Push To Become Top Sports Drink
BodyArmor will become the official sports drink of MLS in '20, and Kobe Bryant, the brand's third-largest investor, said it is just "another natural step in the evolution of our brand as we continue to push for the title of No. 1 sports drink," according to Jeff Haden of INC. The league sponsorship with MLS includes a "broad range of touch points: BodyArmor Sports Drink in locker rooms and training facilities, and easily visible on cups, bottles, and towels on all MLS sidelines." And as it has done in other sports, BodyArmor will "collaborate with MLS to create custom content and media integrations featuring MLS players and other athlete partners." BodyArmor sales were more than $400M in '18 and are "on track" to top $700M in '19. It also is now the "number-two sports drink sold in convenience stores." The partnership with MLS is a "great fit in terms of demographics and target markets." The average soccer fan in the U.S. is "more than 10 years younger than that of other major sports" (INC.com, 9/17). BodyArmor will begin its deal by being "featured at the inaugural Leagues Cup final between Cruz Azul and Tigres in Las Vegas" tonight. It replaces AdvoCare in the MLS sports drink category (SOCCER AMERICA, 9/18).