JOE Burrow and Dallas Cowboys star wide receiver CeeDee Lamb have signed up to be part of a joint partnership venture.
The NFL Pro Bowl players aren’t the only athletes to be featured in a company’s new campaign.
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Over the last two years, the Cincinnati Bengals quarterback Burrow and Lamb have both signed lucrative contracts totalling over $400 million combined.
And the two players have decided to add to their business portfolio.
Last month, sports drink brand BODYARMOR announced its first rebrand in the company’s 15-year history.
The rebrand’s goal is to reinforce its dedication to real ingredients, help stand out visually with its new wordmark, packaging, and first-ever brand icon.
TV advertisements show shots of the four superstars, but also displays recreational athletes working out to help the product relate to the everyday consumer.
“BODYARMOR is about being better every day,” Burrow told Entrepreneur last month.
“That’s exactly what I try to do. Our messaging aligns perfectly.”
On Wednesday, April 30, Burrow appeared at BODYARMOR’s visual identity launch celebration at Hall des Lumières in New York City.
The U.S. Sun took pictures and video of Burrow, who took to the red carpet and posed for the sports drink.
The 2024 Comeback Player of the Year along with other athletes, including New York Giants star wide receiver Malik Nabers and New Orleans Saints icon Cameron Jordan, also appeared at the festivites.
Lamb, McDavid, and Ionescu were unable to attend the event.
The campaign is the largest of the brand’s history.
It began running during the NHL’s Stanley Cup playoffs and includes 15- and 30-second-spots.
There will also be a 60-second cut that will broadcast during the Stanley Cup Finals.
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BODYARMOR has been a force in the sports drink category for more than 10 years, and they will look to continue to shape the future of the industry.
Burrow doesn’t agree to taking on business partnerships everyday.
“I’m not sure you ever fully get used to being on camera so much and seeing yourself everywhere,” he said. “I keep my partnerships very limited because, honestly, this [advertising business] can be uncomfortable for me at times.
“I want to ensure the people I partner with share my values.
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“That’s why this one feels like the perfect fit for me.”
And for Lamb, the 26-year-old Cowboys star is a fan of BODYARMOR’s message, but also the fact that the late Kobe Bryant invested early in the brand back in 2013.
“Kobe was my favorite player,” Lamb said to Entrepreneur.
“I knew that he was a part of this, and I wanted to contribute.”
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