Group Created with Sketch.
Volume 26 No. 114
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

BioSteel Signs On As Official Sports Drink Of Nets, Barclays Center

BioSteel Sports Nutrition has been named the official sports drink of the Nets and Barclays Center, marking the company’s first major partnership with a U.S. pro sports team. The multiyear agreement will include significant BioSteel branding at Barclays Center for all Nets games. Integration will incorporate digital and static signage throughout both Barclays and the Nets’ practice facility, including the media backdrops and the center-hung scoreboard at Barclays Center. BSE Global Senior VP/Partnerships & Strategy Bryan Calka said BioSteel is going to have “some very prominent branding” this season and will have “some extra assets that will be added next year,” including branding on the Nets’ and visiting teams’ benches during the ’20-21 season. More activations plans are in the works, but nothing is ready to be disclosed.

PLAYER-DRIVEN DEAL: Calka called the BioSteel deal “player-driven.” He said, “Our players have been using their products for many years. So, for us, the best part about it is that it’s a natural progression of a relationship. It’s a nice transition.” He added, “Knowing that our performance team on the basketball side trusts them and trusts the products was a huge factor for us.” BioSteel fills a sponsorship category that had gone unfilled for several years. The company has other sponsorship deals with USA Hockey and Canada Basketball, along with personal agreements with Oilers C Connor McDavid, Cowboys RB Ezekiel Elliott and Yankees SS Gleyber Torres, among others.

BREAKING INTO THE U.S.: BioSteel co-Founder & co-CEO Michael Cammalleri, a former NHLer, said that the Nets partnership was motivated by the company’s strong desire to break into the U.S. at the franchise level in an authentic and natural way. He said, “A lot of our initiatives are now taking place in the United States as we try to expand and grow there,” adding the N.Y. market, in particular, is an “important market for us.” On the value of striking up an official partnership with the Nets, Cammalleri said, “When you do it on a scale like this, it allows us to reach a lot of people in a key market and tell our story and bring eyeballs back to our story, which we think is so authentic and is one that people want to hear and understand. That’s why it’s important to have a relationship like this with a team. It’s the scope which the Brooklyn Nets have.” He concluded, “Initiatives like this allow the mass market to hear your story.” Cammalleri and BioSteel co-Founder & co-CEO John Celenza negotiated the partnership on behalf of the company, while Calka and BSE Global Dir of Partnership Sales Jeff Fischer did so for the Nets and Barclays Center.