BioSteel signed a multi-year partnership with the Dallas Mavericks as the team’s official sports drink partner.
The multi-year agreement includes prominent BioSteel branding at the American Airlines Center for all Mavericks’ home games, in addition to naming rights and signage at the team’s state-of-the-art BioSteel Practice Facility.
Brand integration at these facilities will include a variety of elements such as digital and static signage, practice jersey sponsor, home and visiting team chairbacks, and the courtside LED end pad TV signage. The company’s logo and branding will also be featured on coolers, cups, squirt bottles and towels on the sidelines beginning in the 2021 season.
BioSteel was founded in 2009 with a focus on all-natural, sugar-free, and nutritious products. This year, BioSteel has rolled out a ready-to-drink electrolyte-packed sports drink in eco-friendly tetra paks, with a range of flavors. Trusted by professional athletes globally, BioSteel’s premium sugar-free sports drink has been designed in the most natural way possible. The brand recently inked distribution deals with mega distributors Reyes Beer Division and Manhattan Beer, alongside several other partnerships through Constellation Brands’ distribution network, to bring a new generation of sports hydration products to consumers in key U.S. markets.
“BioSteel has seen tremendous, rapid growth across the U.S. as a leader in healthy sports hydration,” said Ryan Mackey, Sr. Vice President of Corporate Sponsorships at the Dallas Mavericks. “Sports nutrition is of the utmost priority to the Dallas Mavericks and we look forward to working with BioSteel as it continues to lead the wave of healthy hydration for professional athletes globally.”
“It’s an exciting time for the brand to team up with the Dallas Mavericks,” said Michael Cammalleri, Co-Founder and Co-CEO, BioSteel. “We commend the Mavericks for making a healthy choice by partnering with a sugar-free sports drink company as this creates a tremendous opportunity for BioSteel to play a role in hydrating some of the best basketball players in the world.”