Sports drink brand BodyArmor has extended its multi-year league-wide partnership with Major League Soccer by aligning with 19 teams as well.
They are: Austin FC (who begin MLS play in 2021), Chicago Fire FC, Colorado Rapids, Columbus Crew SC, D.C. United, FC Cincinnati, Houston Dynamo, Inter Miami FC, Los Angeles FC, Minnesota United FC, Nashville SC, New York Red Bulls, New York City FC, Orlando City SC, Philadelphia Union, Portland Timbers, San Jose Earthquakes, Seattle Sounders, and Sporting Kansas City.
MLS and BodyAmor also announced a new youth soccer initiative in which the brand will “work with MLS club youth programs to fully support coaches and team managers with sideline equipment and essential hydration needs.”
Last September, MLS signed a four-year deal with BodyArmor following the expiration of its previous deal with current sports drink sponsor AdvoCare. As part of the deal, BodyArmor 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.
BodyArmor is a growing player in the increasingly crowded and competitive sports drink market in the United States. Gatorade commands more than 70 per cent of the US market, but 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. In 2018, Coca-Cola invested $300m in BodyArmor for a minority stake, which valued the company at $2bn.