BioSteel Signs First Collegiate Basketball Athlete Brand Partner Azzi Fudd
Sports nutrition brand BioSteel announced today it has signed University of Connecticut women’s basketball freshman Azzi Fudd as its newest brand ambassador and partner, marking the brand’s first college-level NIL (Name, Image and Likeness) deal.
The deal brings together one of the fast-growing brands in sports drinks and a rising star college athlete to drive trial within a new group of fans and amplify the beverage’s positioning as a clean, better-for-you hydration product.
“We are committed to delivering premium clean, healthy, hydration to athletes at every level,” BioSteel co-founder and co-CEO John Celenza said. “Being able to partner with collegiate athletes allows us to introduce a sugar-free, better-for-you hydration option to a whole new group of fans and new communities. After meeting with Azzi, seeing her maturity and hearing her story of perseverance, it’s clear she’s a generational athlete, and we can’t wait to see her take on this next phase of her career.
In July, the NCAA lifted regulations that previously barred collegiate athletes from profiting off of their public image, opening up NIL opportunities ranging from endorsement deals to non-sporting related activities such as musical performances and motivational speaking. However, regardless of the nature of the deal, the NCAA will still regulate these agreements and has placed restrictions on the types of companies that can be considered for NIL contracts, and where, when and how NIL activities can be engaged in.
The deal with Fudd comes on the heels of the brand’s official partnership with the Los Angeles Lakers and adds to its growing roster of professional athlete ambassador partnerships including names such as Patrick Mahomes, Luka Dončić and Christen Press. According to Celenza, Fudd will receive shares of the company and, as a brand ambassador, she will use her celebrity and social media to amplify news around the brand.
“Having our athletes present in markets and on social media helps our consumers provide an identity for the brand and encourages trial,” Celenza added.
In September, Fudd signed her first NIL contract with fast-casual restaurant chain Chipotle under which she will work with the corporation to support an unnamed organization that helps underrepresented communities through the brand’s “real change” platform which allows customers to make donations by rounding up their checks to the next dollar amount.
“Azzi is someone who embodies the values and authenticity that define our brand,” Celenza said. “Not only is she an incredible athlete, but she’s involved in her community and is committed to inspiring the next generation.”
Having only introduced its RTD products to market late last year, BioSteel is currently experiencing a period of rapid growth. The brand was founded in 2009 by Celenza and former NHL player Michael Cammalleri and originally launched with a powdered product line. Following an investment from Canadian cannabis conglomerate Canopy Growth Company (which is backed by spirits and liquor company Constellation Brands) BioSteel transitioned into an RTD format.
Since the launch of its RTD, the brand has capitalized on Constellation’s DSD network, expanded distribution with WB Canna Co. & Wellness and partnered with e-commerce alcoholic beverage platform Provi, among a range of additional agreements. The beverages come in flavors including Blue Raspberry, Mixed Berry, Peach Mango, Rainbow Twist and White Freeze and retail for $2.29-$2.49 per 16.7 oz. TetraPak carton.
In September, a report from Goldman Sachs Equity Research drew comparisons between the Toronto-based company and “an early stage BodyArmor” due to its range of athlete endorsements and official team partnerships to build credibility. Celenza said the brand intends to launch limited time products alongside its NBA partnerships, including a collaborative Showtime Grape flavor with the Lakers, in the new year.
“As with all of our athlete partners, Azzi is an authentic fan of BioSteel and consumes the product regularly, and with this announcement, we’re excited we were able to formalize our relationship with her and make things official as she starts her season,” Celenza stated.