Deal includes permanent signage at both BioSteel Practice Center and American Airlines CenterGETTY IMAGES
BioSteel has signed on as naming-rights sponsor of the Mavericks' $70M practice facility. The four-year-old practice gym, now the BioSteel Practice Center, is just across the interstate from the Mavs’ American Airlines Center. The deal includes the Mavericks’ sports-drink rights, previously held by Gatorade; along with permanent signage at both facilities; digital and LED signs at the AA Center; and branding on the Mavs’ practice jerseys, along with chairbacks, coolers, cups, bottles and bench-area towels. BioSteel co-Founder and co-CEO Mike Cammalleri noted the importance of the Texas market, citing deals with Cowboys RB Ezekiel Elliott and a more recent one with Chiefs QB Patrick Mahomes, a Texas native. “They’d been using the product for years, and we passed Mark Cuban’s sniff test,’’ Cammalleri joked. The Mavericks deal is BioSteel’s second NBA team sponsorship after the Nets. Toronto-based BioSteel entitled the Raptors practice facility from '16-18.
OTHER VOICES: In Dallas, Brad Townsend notes after the "practice facility opened in Dallas' Design District, the Mavericks in November of 2018 announced that a Lithuanian fitness app company, Lympo, had secured the facility’s naming rights." That deal expired in '19. Cammalleri said that the company’s relationship with the Mavs "occurred organically, with the Mavericks using BioSteel products." He added, “Their organization provides their athletes with the best in class. ... When we started making our footprint in the Dallas market, it became a business conversation and it made sense for both of us” (DALLAS MORNING NEWS, 10/28).
