Los Angeles Lakers Sign BioSteel as Sports Drink Sponsor

The Los Angeles Lakers pulled off a blockbuster trade this month to acquire Russell Westbrook, but the triple-double machine won’t be the only new addition to the Lakers…

• By
  Kurt Badenhausen
• Sponsorship
• Aug 17, 2021 7:00 am

BioSteel’s Multi-Year Deal With U.S. Soccer Provides Entry Into New Market

BioSteel has struck a multi-year sponsorship deal with U.S. Soccer. The Toronto-based sports hydration company is now the official sports drink of the U.S. men’s and…

• By
  Emily Caron
• Sponsorship
• Feb 17, 2021 7:00 am

Sponsors Pile Into College Hoops Despite Season in Flux

On Sunday evening, the Kentucky and Georgia Tech basketball teams will meet in Atlanta for the Pit Boss Grills Holiday Hoopsgiving– presented by Academy Sports +…

• By
  Eben Novy-Williams
• College Sports
• Dec 3, 2020 10:30 am

BioSteel Enters College Basketball Through Tip-Off Tournaments

Sports hydration company BioSteel is diving into college basketball sponsorship for the first time, starting with a handful of season-opening tournaments over the next…

• By
  Eben Novy-Williams
• Sponsorship
• Nov 19, 2020 4:00 am