Canopy Growth’s BioSteel Sports Nutrition Inc. has always been known for providing healthy hydration to all its consumers. However, its line of business was taken to the next level after announcing a few days ago the multi-year sponsorship as the beverage of the LA Lakers, one of the most relevant and storied franchises in the NBA. There’s no doubt that a deal like this is a huge leap to success, and BioSteel couldn’t have done it better. The move is not only a huge coup for the beverage manufacturer, but also for Canopy Growth, as the cannabis company continues to position itself in the global market.
BioSteel has formalized a total of nine sponsorships (including this latest one) in the last year, demonstrating that its strategic plan to expand its presence in the US is working wonders. It has a large number of retail distribution partners, in addition to strengthening relationships with some of the most historically important teams, individual professional athletes, and health-conscious consumers. Through this recent multi-channel sponsorship, BioSteel will now become a focal point for the performance and performance of the 17 reigning NBA defending champions with “Clean. Healthy. Hydration.”
Many fans of both the brand and the franchise will now be able to see BioSteel products year-round on and off the court at the glorious Staples Center. That includes the Lakers’ bench filled with BioSteel Sports Drink and the integration of BioSteel branding in the team’s bench configuration, arena signage, and locker room displays.
“Fans worldwide know the Lakers as one of the most entertaining and storied franchises in all of sports, and we’re excited they’ve chosen BioSteel as their team’s official sports drink,” said Michael Cammalleri, Co-CEO and Co-Founder of BioSteel. “Spending the first part of my NHL career in LA, I take great pride in seeing this come full circle. We look forward to providing the Lakers with Clean. Healthy. Hydration. and to expanding on our message of providing a better for you product to athletes and consumers across the U.S.”