Former NFL star and Super Bowl champion Vernon Davis has officially joined G.O.A.T. Fuel® as a brand investor and ambassador, adding more visibility to the performance-driven premium sports energy drink co-founded by legendary Pro Football Hall of Famer Jerry Rice. The new partnership brings together two gridiron greats united by a shared vision of empowering consumers to perform at their highest level—both physically and mentally.
“Vernon’s legacy in football and beyond is built on relentless pursuit and championship mindset—everything G.O.A.T. Fuel is built to represent. He’s more than an athlete; he’s a leader who values integrity, hard work, and innovation,” said Rice. “With Vernon on board, we’re poised to further deepen our cultural presence and build something greater—for athletes, for fans, for everyone chasing their own greatness.”
“I’m honored to stand behind G.O.A.T. Fuel—not just as a former athlete but as a businessman who believes in the power of clean energy and mental resilience. This brand goes beyond performance; it champions the mindset that greatness isn’t exclusive to elite athletes. It’s for artists, creators, entrepreneurs, and hardworking people who push themselves every single day to be the best,” said Davis. “I’m proud to partner with Jerry and his family to help take this movement to the next level.”
In early 2019, Rice’s daughter, Jaqui Rice Gold, and son-in-law, Trevion Gold, lived in Los Angeles, going about their beauty tech and music careers, respectively. The two fueled their workouts with big-brand energy drinks, but both came away with stomach issues. So, the couple approached Rice, who had invested in other beverage brands, with the idea of developing a new energy drink. The main differentiator in the formula? An ingredient used in traditional Chinese medicine for centuries—cordyceps mushrooms.
In addition to the mushroom’s adaptogenic properties that help reduce the negative effects of stress in the body, the beverage is powered by natural caffeine, green tea, BCAAs, and 10 essential vitamins to improve recovery. It also contains zero sugar and zero preservatives.
Since its launch, GOAT Fuel has grown from an e-commerce audience to being available in more than 10,000 retail locations across the country—including Walmart, 7-Eleven, Safeway, Target, and more. In 2021, it became the official energy drink of the NBA’s Los Angeles Lakers and the WNBA’s Chicago Sky—yet another indication of the beverage company's fast-growing popularity amongst athletes and non-athletes alike.
The partnership with Davis marks a pivotal moment for G.O.A.T. Fuel as it continues to not only revamp the more than $75 billion energy drink industry but also expand its roster of athlete partnerships. The brand’s impressive lineup of investors and ambassadors includes NFL star Kayvon Thibodeaux (New York Giants) and team owners such as Marc Lore of the NBA’s Minnesota Timberwolves.
“We’ve been very fortunate to build a powerful roster of investors and ambassadors like Vernon who truly embody our spirit of excellence. Each helps elevate our mission and reach new audiences with authenticity and impact,” said Jaqui Rice Gold, who serves as CEO of G.O.A.T. Fuel.
Davis’s collaboration with G.O.A.T. Fuel represents his latest foray into the health-and-beverage space – bringing together his passion for wellness, community influence, and purpose-driven entrepreneurship. As an early investor in PATH Water, Davis has embraced the brand’s eco-conscious mission to combat single-use plastic waste by promoting reusable purified water bottles. He has also built a significant footprint in the quick-service health beverage industry by owning multiple Jamba franchise locations in Northern California.
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