National Football League cornerback Richard Sherman has added to his endorsement portfolio by entering into a contract with BODYARMOR SuperDrink, a sports drink that seeks to provide superior hydration in comparison with its competitors. The deal with BODYARMOR includes a transfer of equity in the company to Sherman, who also has endorsement arrangements with Campbell Soup CPB -0.46% Company, Nike, Microsoft MSFT +0.07% and Oberto.
Sherman joins a BODYARMOR list of athlete endorsers that reads like an All-Star team spanning various sports. Kobe Bryant, Andrew Luck, Mike Trout, James Harden, LeSean McCoy, Buster Posey, Kevin Love and Rob Gronkowski are all part of the BODYARTMOR team. Like Sherman, those athletes not only endorse the company, but also have received a stake in the company, which provides further incentive for them to really push the brand. A positive is that the athletes who support BODYARMOR seem to truly enjoy the product it provides.
When it was announced that Andrew Luck signed a partnership with BODYARMOR in September 2013, the report indicated that Luck actually asked his agent to bring him the deal, because he really enjoyed the drinks. It was a nontraditional occurrence, as it is much more common for brands to seek out blue chip athlete endorsers instead of vice versa. When Richard Sherman took the stage to speak about his record $57.4 million extension with the Seattle Seahawks, he was sipping on a bottle of BODYARMOR SuperDrink despite the fact that there was no official partnership in place. The athletes aligned with the brand have an affinity for the product, which really matters when convincing potential consumers to select it off of shelves.
“I am very selective about the companies I partner with and I wanted to align with a brand that’s as innovative and competitive in its field as I am in mine,” said Sherman. ”My job is all about performing on the field and BODYARMOR helps me do that.” Meanwhile, BODYARMOR wishes to be very selective in its own relationships, as it had previously entered into a partnership with Baltimore Ravens running back Ray Rice. The brand seemed to take action to distance itself from Rice soon after he was arrested for a domestic dispute.
Part of Sherman’s partnership with BODYARMOR includes an obligation to appear in an in-store advertising campaign in retail locations in Seattle and Portland, as well as engage in a social and digital program. The social and digital program is set to launch this summer.
By Darren Heitnerhttp://www.forbes.com/sites/darrenheitner/2014/06/02/richard-sherman-signs-equity-and-endorsement-agreement-with-sports-drink/