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Tuesday, April 16, 2024
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Lakers Switch Drink Sponsor from Gatorade to BioSteel

  • The Los Angeles Lakers struck a drink sponsorship deal with BioSteel.
  • The team is ending a long-term partnership with Gatorade.
Kirby Lee-USA TODAY Sports/Design: Alex Brooks

The Los Angeles Lakers struck a drink sponsorship deal with Canadian-based BioSteel, ending a long-term relationship with Gatorade, per CNBC. 

Terms of the deal were not disclosed. Industry experts estimate beverage deals with top NBA franchises can reach up to $5 million per season. 

The partnership will help the Lakers recover from losses suffered during the pandemic, with revenue dipping to roughly $400 million in 2021 from $434 million last year. 

Gatorade will still make its presence felt in the NBA as the naming rights holder of its developmental league — now dubbed the G League.

BioSteel, which also makes protein powders and other products, is gaining momentum within a global sports drink market expected to reach $32.61 billion by 2026. 

  • Cannabis firm Canopy Growth purchased a majority stake in the company for roughly $40 million in 2019. 
  • Last August, Patrick Mahomes signed a multiyear partnership with the company. 
  • In March, NBA Star Luka Dončić made the brand his first equity investment. 

Sponsorships continue to bring in significant revenue for the NBA.

The league generated a record $1.46 billion in sponsorship revenue during the 2020-21 season, a 6% increase year-over-year.

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