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BodyArmor enters football market with Gold Cup deal

Sports drinks brand BodyArmor has entered into a partnership with the Confederation of North, Central America and Caribbean Association Football (Concacaf), through which it will sponsor the body’s upcoming Gold Cup national team tournament.

BodyArmor will serve as the official sports drink of the 2017 Gold Cup, which will take place in the United States from July 7-26.

BodyArmor will benefit from perimeter advertising during each game as part of the deal, which marks the company’s first move into international football sponsorship.

BodyArmor announced the partnership during a launch event that featured former US national team player Cobi Jones and retired NBA basketball star Kobe Bryant.

Various fan and customer engagement initiatives will be launched through social media and in-store to promote the partnership.

“BodyArmor has seen tremendous growth across the country given that athletes today are demanding better-for-you hydration options,” Mike Repole, co-founder and chairman of BodyArmor, said. “BodyArmor is a sports drink for the next generation of athletes and with more than 16 million youth soccer players in the US alone, we couldn’t be more excited to partner with the Concacaf Gold Cup.” 

The Gold Cup takes place every two years. The 2015 event was co-hosted by the US and Canada and was won by Mexico.