• Loading stock data...
Monday, June 30, 2025

Gatorade Adds Lillard to Athlete Portfolio as Sports Drink Wars Heat Up

Dame
Gatorade

The battle for sports drink supremacy continues to heat up as companies add big-name athletes to their endorsement portfolios. Gatorade made the latest move, signing five-time NBA All-Star Damian Lillard on Friday.

The PepsiCo-owned giant maintains a more than 70% market share of the industry, but newer entrants like BodyArmor and BioSteel — along with stalwart Powerade — continue to push.

Budding Competitors

  • BodyArmor: The upstart — which recently surpassed Powerade as No. 2 in convenience stores — has athlete-partners like Mike Trout, James Harden, Naomi Osaka and Megan Rapinoe. It also has official deals with MLS, UFC and the US Open. 
  • BioSteel: The Canadian company has secured three NBA team deals as it has expanded its U.S. distribution, adding the Philadelphia 76ers this week to its partnerships with the Brooklyn Nets and Dallas Mavericks. Its athlete-partner portfolio is stacked with the likes of Patrick Mahomes and Connor McDavid.
  • Ready Nutrition: Still in its nascent stages, the Pennsylvania-based startup has gotten investments from two-time NBA MVP Giannis Antetokounmpo and two-time NFL Defensive Player of the Year Aaron Donald.

Feeling The Chill: Lillard will star in a campaign for Gatorade’s new Bolt24 beverages, a lower-calorie line with antioxidant and caffeinated options. 

He joins a growing Gatorade basketball roster that includes Zion Williamson, Karl Anthony Towns, Paul George, Jayson Tatum and Elena Delle Donne. Last month, Gatorade also added 23-year-old golfer Matthew Wolff, who is also launching with a campaign for Bolt24.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Nuggets, Rockets Make Aggressive Moves to Challenge Thunder

Denver took the Thunder to seven games in the conference semifinals.

What Would a LeBron James L.A. Exit Look Like?

ESPN’s Bobby Marks said “there isn’t” a trade market for James.
Jun 10, 2025; Pittsburgh, PA, USA; Pittsburgh Steelers quarterback Aaron Rodgers (8) drops back to pass during minicamp at their South Side facility.
opinion

Steelers Win-Now Mode Is Good News for NFL Media Partners

The conservative “Steeler Way” has finally adapted—and media partners are happy.

As NBA Salary Cap Rises, Role Players Are Getting $100M+ Deals

The salary cap has increased by 10% in three of four seasons.

Featured Today

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
Seattle Rough & Tumble
June 28, 2025

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.
June 27, 2025

Shitposters Have Taken the Reins of Pro Sports’ Official Voices

Meet the social media pros turning sports teams into internet trolls.
Jun 17, 2025; Sunrise, Florida, USA; Florida Panthers center Sam Reinhart (13) hoists the Stanley Cup after winning game six of the 2025 Stanley Cup Final against the Edmonton Oilers at Amerant Bank Arena
June 26, 2025

Stanley Cup’s International Summer Tour: Rules, Repairs, and Raucousness

No pro trophy tour compares to the NHL’s three-month global victory lap.
patrick_mahomes

Super Bowl TV Viewership Sinks 8%

CBS Sports’ telecast of the Tampa Bay Buccaneers’ 31-9 victory over the Kansas City Chiefs averaged 91.629 million viewers, down 8%.
person_playing_cricket
December 23, 2020

Prominent Tech Execs Line Up to Back Cricket Growth In the U.S.

More than 20 investors have now bought into American Cricket Enterprise, parent company oMajor League Cricket.
man_riding_stationary_bike
December 28, 2020

Connected Fitness Company Echelon Lands $65 Million Investment

The funding came from Goldman Sachs and North Castle Partners, who now own controlling interests in the company.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
woman_holding_hockey_stick
December 23, 2020

NBC to Air NWHL Finals, Adds to Banner Year for Women’s Sports

It will be the first time professional women’s hockey games are shown live on a major national cable network in the U.S.
antetokounmpo_dribbling_basketball
December 23, 2020

‘Giannis Effect’ Felt by Bucks Following Record-Breaking Extension

Since he was drafted in 2013, the Bucks’ valuation has jumped from No. 30 in the league at $312 million to No. 19 at $1.58 billion.
December 22, 2020

Adam Silver Says NBA Expansion is ‘Manifest Destiny of the League’

“It’s sort of the manifest destiny of the league that you expand at some point,” NBA Commissioner Adam Silver said Monday.
December 22, 2020

Adidas Partners With Jerry Lorenzo, Fear of God Brand

Lorenzo will lead creative and business strategy for Adidas basketball globally, and launch a Fear of God athletics sub-brand.