The Toronto-based company will replace Gatorade as the team’s official drink sponsor and will have their company’s branding appear both on and off the court at Staples Center, including on the team bench setups, inside the locker room, and on in-arena signage.
The deal’s financial terms were not disclosed, but CNBC reports such beverage deals with the top-tier NBA team reaches up to US$5 million per season.
With this deal, BioSteel embarks on its ninth official sponsorship since the last year. The brand already has partnerships with several NBA sides like Dallas Mavericks, Toronto Raptors, and Brooklyn Nets. It also holds endorsement deals with National Football League (NFL) stars Patrick Mahomes and Ezekiel Elliott, as well as NBA’s Luka Doncic, and US women’s national team soccer player, Christen Press.
Commenting on the deal, Tim Harris, Lakers’ president of business operations, said, “We are committed to providing our players with the products and tools needed to improve their performance.”
He further added, “With quality clean ingredients and sustainable packaging, BioSteel leads the way in supporting the health and wellness of athletes, which makes them a perfect sponsor for our team.”
Michael Cammalleri, Co-CEO AND Co-Founder of Bio Steel, said, “Fans worldwide know the Lakers as one of the most entertaining and storied franchises in all of the sports, and we’re excited they’ve chosen BioSteel as their team’s official sports drink.”
BioSteel was developed by former NHL player Mike Cammalleri and it will now replace Gatorade who had previously been the official sports drink partner of the Lakers for the last 25 years.