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BodyArmor becomes MLS’s official sports drink partner

Major League Soccer has signed a multi-year partnership with BodyArmor, which will become the league’s official sports drink partner from next year.

The partnership follows the expiration of a deal with current sports drink sponsor AdvoCare. Terms of the four-year deal were not disclosed.

As part of the deal, the brand will gain exclusive rights for a presence on the sidelines of matches, in locker rooms and at training facilities, with the company’s logo being featured on cups, squirt bottles and towels.

The two parties will also work together on content campaigns featuring MLS stars and BodyArmor athlete endorsers.

Ahead of the formal start of the partnership, BodyArmor will be featured at the championship game of the Leagues Cup – a joint competition between the MLS and Liga MX – in Las Vegas on Wednesday.

BodyArmor vice-president of marketing Michael Fedele said in a statement: “A partnership with Major League Soccer – one of the most engaging and fastest-growing professional sports leagues – creates a tremendous opportunity for BodyArmor to play a vital role in the hydration needs of some of the best athletes in the world.”

BodyArmor is a growing player in the crowded and competitive sports drink market in the United States.

Gatorade commands more than 70 per cent of the US market while BodyArmor has increased its market share from one per cent in 2016 to 8.6 per cent in 2019 thanks to a series of advertising deals with high-profile athletes.

Last year Coca-Cola invested $300m in BodyArmor for a minority stake, which valued the company at $2bn.