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For Liquid Death, sports was just the 'next frontier' for its marketing

Sports marketing has long been flooded with beverages. Sports drinks, alcohol brands, and Big Soda are historically dominant in the space, and with prebiotic–soda brands claiming their piece of the pie, it’s only getting more competitive. Liquid Death is one such brand that’s recently started throwing its hat—or should we say can—in the ring. The […]

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For Liquid Death, sports was just the 'next frontier' for its marketing

Sports marketing has long been flooded with beverages. Sports drinks, alcohol brands, and Big Soda are historically dominant in the space, and with prebioticsoda brands claiming their piece of the pie, it’s only getting more competitive.

Liquid Death is one such brand that’s recently started throwing its hat—or should we say can—in the ring.

The canned-beverage brand became a Nascar sponsor last spring, kicking off a string of sports partnerships that today include pro football, baseball, and soccer teams. This year, there was a Super Bowl ad, and last month, the brand inked a wide-ranging deal with the Madison Square Garden family of entertainment venue companies, landing Liquid Death iced teas and sparkling waters at MSG, Radio City Music Hall, and the Beacon Theater in New York, as well as at Sphere in Las Vegas.

It’s all aimed at helping Liquid Death build its reputation beyond water, Ryan Heuser, SVP of experiential marketing, said.

“Sports was the next frontier for us,” Heuser told Marketing Brew. “Gen Z and…millennials at a younger level are not consuming alcohol at events, or in general, as [much as] they had traditionally, and so we know that there’s a place for us…within the stadiums and arenas.”

Start your engines

With Live Nation as an investor and partner, Liquid Death has roots in the music and entertainment space, but it wasn’t until 2024 that the brand officially expanded to sports. When Liquid Death was preparing to release its iced-tea product, the team realized that the beverage “overindexed with Nascar fans,” Heuser said.

“Nascar fans are second to none when it comes to being passionate about their sport, but also being passionate about supporting the brands that support their favorite teams, and Nascar in general,” he said. “We saw a ton of success at tracks.”

Partnering with Nascar provided Liquid Death with more than just a place to sell its drinks. There have been fan engagement opportunities, including sampling at races, Heuser said, as well as the use of Nascar IP for other activations, like Liquid Death’s “Pro Drivers” campaign, in which it selected three people to join the “Liquid Death Pro Drivers” team, sponsoring them—as opposed to actual pros—with branded car wraps, $30,000 contracts, a year’s supply of iced tea, and customized merch.

Spread your wings

In terms of traditional sports TV advertising, Liquid Death jumped into the deep end this year, running its first national Super Bowl ad after an experiential stunt last year and a regional ad in 2022. Heuser declined to share specific figures, but he said the 2025 Super Bowl campaign resulted in a sales lift. The brand’s football efforts are continuing: Less than a month after the game, Liquid Death signed a multiyear deal to become the official iced-tea partner of Super Bowl champs the Philadelphia Eagles.

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Heuser said he’s regularly in talks with teams across leagues, and the Eagles stood out for reasons beyond their championship rings (and retired center Jason Kelce’s podcast). Part of the reasoning was local pride: Liquid Death’s founder, Mike Cessario, is from outside of Philly, for one, and the area continues to be a “priority market” for the company, Heuser said. Beyond that, anyone who knows an Eagles supporter knows they’re often “passionate fans from the day they’re born until the day they die,” he said.

After seeing success with Live Nation and Nascar events and locking in the Eagles sponsorship, Heuser and his team went even bigger on in-person sports and entertainment experiences by partnering with the Madison Square Garden portfolio. It was an opportunity that he said represents an exciting and changing business landscape.

“Traditionally, some of the bigger brands have locked up [non-alcoholic beverage sponsorships] across the board for years and years,” Heuser said. “But we’re starting to see great opportunities…for other brands to come in.”

Just for kicks

Since Liquid Death is working with some of the biggest teams and venues in the country, it may come as a surprise that the brand typically doesn’t do individual athlete deals, according to Heuser. For now, he said, there’s just no need. “We’ve been really lucky where we have a lot of interesting celebrities or athletes who are just either fans of the brands or friends of the brand,” he said.

Tony Hawk, for instance, is an investor in the company, and as part of that relationship, he worked with Liquid Death to release a limited number of skateboards painted with his blood. They sold out almost immediately, Heuser told us. (Liquid Death has, however, partnered with the wife of a retired pro athlete, Kylie Kelce.)

Now, Heuser has his eye on the ball—the soccer ball, that is. Liquid Death is the jersey sponsor of USL Super League team Brooklyn FC, a partnership that Heuser said allowed the brand to work with a women’s team for the first time while simultaneously letting it “put a toe in the water” with soccer. Now that he’s had a taste of the sport, he’s eager for more, especially considering Liquid Death is looking to grow among Latino men.

“We know that Latino men index very high as soccer fans, and so I would be lying if I said I didn’t have one eye looking into the world of soccer,” Heuser said. “It’s not to say that we are going to make any moves, that we’ve had any conversations yet, but it’s definitely something that’s on [our] radar.”

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Jenna Lord Tabbed at No. 70 in Softball America Postseason Top 100 Player Rankings

Story Links MERCER ISLAND, Wash. — Charlotte Softball third baseman, Jenna Lord, named to Softball America Postseason Top 100 Player Rankings list at No. 70 after historic 2025 season.  Lord, who was named American Conference Player of the Year, clocked in at number 70 in the nation on Softball America’s postseason top […]

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MERCER ISLAND, Wash. — Charlotte Softball third baseman, Jenna Lord, named to Softball America Postseason Top 100 Player Rankings list at No. 70 after historic 2025 season. 

Lord, who was named American Conference Player of the Year, clocked in at number 70 in the nation on Softball America’s postseason top 100 players list after one of the greatest single seasons in Charlotte Softball history. 

Lord’s 2025 season included batting .410 in 178 at-bats, a slugging percentage of .865%, 21 home runs, and 65 RBI. Lord is now the single-season record holder in Charlotte Softball history for both RBI and Slugging Percentage. Her 2025 season also ranks in the top three in Charlotte history in homers, batting average, total bases, hits, and runs. 

Not only did Lord make a splash in the Charlotte record books, but she also led the American Conference in nearly every batting stat, including slugging, home runs, hits, OPS, runs scored, and RBI, earning her title of 2025 American Conference Player of the Year. 

FOLLOW THE TEAM

Stay up to date with everything Charlotte Softball by following the team on X (Formerly Twitter) @CharlotteSB and Instagram and Facebook @CharlotteSoftball.

 



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Ohio State launches groundbreaking NIL initiative for Buckeye sports

After Judge Claudia Wilken approved the House vs. NCAA settlement on Friday, collegiate athletics changed forever. Now, teams are trying to keep up with the changing landscape, while trying to allocate the new ‘salary cap’. Schools will have roughly $20.5 million to pay their sports — with college football and men’s basketball getting most of […]

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After Judge Claudia Wilken approved the House vs. NCAA settlement on Friday, collegiate athletics changed forever. Now, teams are trying to keep up with the changing landscape, while trying to allocate the new ‘salary cap’. Schools will have roughly $20.5 million to pay their sports — with college football and men’s basketball getting most of the money. But on top of that, schools are attempting to come up with new ways to help their players utilize their Name, Image, and Likeness to get paid.

The Ohio State Buckeyes moved quickly and came up with a groundbreaking initiative designed to support, streamline and enhance NIL opportunities for Ohio State student-athletes. The Ohio State University Department of Athletics and Learfield’s Ohio State Sports Properties have announced the formation of Buckeye Sports Group (BSG).

Jeremiah Smit

Samantha Madar/Columbus Dispatch / USA TODAY NETWORK via Imagn Images

“Ohio State has always been a leader in college athletics, and this initiative is another step forward to build upon our strong NIL foundation,” said Carey Hoyt, Ohio State’s Deputy Director of Athletics. “By combining the power of our athletic brand with Learfield’s expansive network, we are creating an innovative, full-service approach to NIL that directly benefits our student-athletes.”

You can read the detailed press release below revealing which three key areas it will focus on.

The Buckeye Sports Group will support Ohio State’s student-athletes with comprehensive efforts within three key areas: deal facilitation and management, content creation and storytelling, and support services.

§ NIL Deal Facilitation & Management
o Negotiating and securing brand partnerships locally, regionally, and nationally for student-athletes.
o Overseeing contract preparation and fair market value assessments.
o Utilizing analytics to track NIL performance and return on investment.
Content Creation & Student-Athlete Storytelling, powered by Learfield Studios
Creating athlete-driven digital content, including social media campaigns, video series and podcasts.
Leveraging Learfield’s Fanbase data and digital expertise to optimize distribution across social media and digital channels.
Providing marketing resources for brand collaborations to maximize results, including the use of Ohio State marks, logos and access to campus facilities.

§ Athlete Support & Services
o Providing financial literacy and tax support through partnerships with industry experts.
o Offering branding and social media growth training to help athletes build their personal brands.
o Connecting student-athletes with brand partners to provide business experience, micro-internships and build professional networking relationships with companies.

Ohio State basketbal

Adam Cairns/Columbus Dispatch / USA TODAY NETWORK via Imagn Images



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Greg Sankey calls for congress to help create ‘national standards’ for college sports

The House v. NCAA settlement was approved Friday, but SEC commissioner Greg Sankey believes there is still plenty more that needs to be done. He joined The Paul Finebaum Show on Monday to speak about the need for congress to continue to aid in helping to create a “national standard” for college athletics. Although the […]

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The House v. NCAA settlement was approved Friday, but SEC commissioner Greg Sankey believes there is still plenty more that needs to be done. He joined The Paul Finebaum Show on Monday to speak about the need for congress to continue to aid in helping to create a “national standard” for college athletics.

Although the newly approved settlement is certainly a step in the right direction, it didn’t address everything when it comes to NIL. Currently, the laws are different in every state, creating a massively uneven playing field, and Sankey wants congress to help create federal legislation.

“College sports doesn’t work well with 50 different standards,” he said. “If we’re left with just states legislating, then the nation of College World Series, and we just saw the highlights, for one. The NCAA’s Division I track and field championships are this weekend. Then the College World Series in baseball. Those don’t work very well if everybody’s playing by their own rules. So that’s one reason for national standards. I could go on as to other reasons.

“I think the interest has always been there. I think the attention has increased, the understanding of the changes we’ve made. I think even in the last fews days there’s been a number of members of the House and Senate quoted in a positive way about this new economic relationship. But to continue forward, I think this kind of congressional help and engagement and introduction of a meaningful bill to support college athletics remains a real priority for us.”

The recently approved settlement will now allow universities to pay players directly, as well as introducing roster limits. Additionally, a third-party NIL clearinghouse will now have to approve deals greater than $600.

The changes are set to take place on July 1 as Power Four programs will have between roughly $13 million-$16 million to spend on their rosters. These changes are definitely a step in the right direction, but Greg Sankey urged congressional leaders not to stop here.

“From my perspective there is a sense of urgency,” Greg Sankey explained. “I can’t speak for 435 members of the House of Representatives and 100 senators. …I’ll go back to last year’s media days where I painted a picture of how sports brings people together. In a time where there are plenty of divisions, we reconvene for volleyball and soccer and football in the fall. You’ll have every demographic, every ethnicity, every political party, different wordlviews come together to rally around their team. My hope, my representation to members of congress, is that’s a really healthy model to explore.

“Not that you don’t have to negotiate differences, but the reality is we should be able to come together in a nonpartisan way to look at some of the new problems we’re facing and pursue meaningful solutions across the aisle and together. I do think that one of the realities that we have that has certainly been a learning experience for me is the election cycle does alter the pace of consideration. I don’t know that there’s any panic button here. We have to control that which we can control. I think from a philsophical standpoint, that’s reality. So we have a settlement. We have a level of control over that decision making. The judge had to make a final decision.”



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Why he is pursuing this is beyond me.

Maryland basketball’s former NIL director disagrees with claims by a former player’s parents that he wasn’t paid what he was owed by the school’s NIL management company, Blueprint Sports. Turtle NIL founder Harry Geller, who negotiated Ja’Kobi Gillespie’s contract on Maryland’s behalf, said Gillespie isn’t owed the roughly $100,000 his father claims he’s owed. The […]

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Maryland basketball’s former NIL director disagrees with claims by a former player’s parents that he wasn’t paid what he was owed by the school’s NIL management company, Blueprint Sports. Turtle NIL founder Harry Geller, who negotiated Ja’Kobi Gillespie’s contract on Maryland’s behalf, said Gillespie isn’t owed the roughly $100,000 his father claims he’s owed.

The Gillespies are pursuing legal action to recoup the money.

“Here are the facts as I remember them. I was actively involved in the whole process. Foreseeing that the NIL money would reach a peak this offseason due to the House Settlement, I put a clause in every player’s contract that said, to paraphrase, ‘If you enter the transfer portal and transfer, all payments will cease.’ This was done mainly because the players were compensated to do charitable works, and a lot of the events took place in the offseason. So it was a year-round commitment,” Geller told InsideMDSports.

 “It was always explained to the Gillispie family that if they transferred, the payments would stop, as it’s a year-round commitment.”

“When BluePrint (BPS) took over, all contracts were transferred to them and rewritten. The clause about transferring was not in Jakobi’s contract, but was in all the other 12 contracts. It has not been explained to me why one was omitted. Regardless, there is strong language in the BPS contract referring to the consequences of transferring that Ja’Kobi agreed to.”

What I’m Hearing: Early reviews of new-look Maryland basketball and the deal with Zion Elee

Earlier Monday, Gillespie’s father was quoted in a Baltimore Sun article saying Maryland still owed his son for two months’ worth of payments, framing it s proof Maryland was NIL-poor like former coach Kevin Willard said.

“When Willard left, they pretty much quit paying all the players … We’re fighting that right now. There were players that did get their money and players that didn’t and are still fighting for it. It kinda makes it look like Willard was right. Maybe they don’t have the money,” Byron Gillespie said.

Gillespie’s one season at Maryland was a valuable springboard for his career. He was one of Maryland’s best players, earning second-team all-Big Ten honors after averaging 14.7 points and 4.8 assists per game on 45.3 percent shooting overall and 40.7 percent from three. Along with raising his profile nationally and earning about $500,000, he played it into a return trip to his native Tennessee to play for the Volunteers for what’s been said to be in the $2 million range.

“Why he is even pursuing this is beyond me. He was given a great opportunity to shine by Kevin, made the most of it with his talent and hard work, and leveraged that into what has been reported as a four-to-five-times payday from the previous year,” Geller said.

“Ja’Kobi signed the Turtle NIL contract with this clause in it … We executed scores of contracts during the Turtle NIL era with no complaints from anyone.”

Before you go …

— Get the latest Terps news delivered to your inbox FREE!  Sign up for our email newsletter here and stay informed on Maryland basketball, football, recruiting and every other Terps storyline. 

— Support Maryland basketball’s recruiting and player-retention efforts by joining TurtleNIL!

— Follow IMS on Facebook, Twitter, Tiktok and Instagram.

— Don’t miss any of our new video Terps content: Subscribe to InsideMDSports on YouTube and hit the notification bell so you know when new videos drop.

– Need a go-to Terps podcast? Listen to IMS Radio here, watch earlier episodes here and don’t forget to subscribe to IMS Radio on  iTunes | Spotify | Stitcher | Podbean | Amazon Music | TuneIn | Apple Podcasts





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CHAMPION LAUNCHES NEW LICENSING DEAL WITH THE NFL

Champion, the athleticwear brand, is strengthening its connection to sports by securing rights to produce officially licensed apparel for the NFL, adding to its existing portfolio of league partnerships, which include the NHL, MiLB, and PLL. Champion will debut a drop of exclusive, limited styles for the NFL and NHL at Fanatics Fest NYC 2025 […]

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CHAMPION LAUNCHES NEW LICENSING DEAL WITH THE NFL


Champion, the athleticwear brand, is strengthening its connection to sports by securing rights to produce officially licensed apparel for the NFL, adding to its existing portfolio of league partnerships, which include the NHL, MiLB, and PLL.

Champion will debut a drop of exclusive, limited styles for the NFL and NHL at Fanatics Fest NYC 2025 this June 20th-22nd. Fanatics Fest is the world’s largest arena for sports and collectibles that brings together fans and collectors of all ages, renowned athletes, and incredible leagues, teams and brands for an unparalleled celebration of all things sports, collectibles, and pop culture. Champion’s festival activation will showcase exclusive, co-branded fan gear that combines Champion’s iconic heritage with the authentic spirit of each league.  Products will become available nationwide in major retailers, both in stores and online, later this year, with specific distribution varying by league.

“Champion has been synonymous with sports for over a century, and this partnership is a natural evolution of the brand’s commitment to athletes and fans alike,” said Lawrence Berger, co-founder of Ames Watson, the brand’s collegiate and sport partner. “We’re thrilled to collaborate with these powerhouse leagues to deliver premium apparel that fuses performance, heritage, and style.”

Each league’s product assortment will reflect its unique culture, combining Champion’s renowned craftsmanship with team colors, logos, and archival influences. This expansion further solidifies Champion’s position at the intersection of sport and lifestyle, catering to both die-hard supporters and trend-conscious consumers.

“Champion’s enduring legacy in sports has always been rooted in the pursuit of excellence,” said Jarrod Weber, President, Sports and Lifestyle at Authentic Brands Group. “Our partnership with Ames Watson allows us to bring this legacy to life in new and exciting ways, seamlessly blending our craftsmanship with the rich traditions of the NFL and NHL. We are excited to offer fans premium apparel that speaks to their passion for the game while staying true to Champion’s timeless heritage.”

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Three Gators Enter Transfer Portal

GAINESVILLE, Fla.– As Florida Gators baseball enters an offseason expected to be full of roster turnover, three more players have entered the portal and will look for new homes in 2026. Right-handers Felix Ong and Niko Janssens, as well as catcher Cole Bullen, on Monday were all reported to be entering their names in the […]

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Three Gators Enter Transfer Portal

GAINESVILLE, Fla.– As Florida Gators baseball enters an offseason expected to be full of roster turnover, three more players have entered the portal and will look for new homes in 2026.

Right-handers Felix Ong and Niko Janssens, as well as catcher Cole Bullen, on Monday were all reported to be entering their names in the portal. The three appeared in just 12 combined games last season.

Janssens, a top-40 recruit and impressive two-way player in high school, pitched in 8.1 innings for Florida, allowing 12 earned runs while striking out 10. His 12.96 ERA was the second-worst on the team.

Ong, a Key West native, pitched in just 3.1 innings, striking out six while walking seven. He finished Florida’s only win in the Conway Regional, going one inning with two strikeouts and one earned run allowed.

“It’s a great program…I’m excited to learn from the great coaching staff and play in front of an amazing crowd,” Ong said after committing to Florida in high school. “We started talking in the fall…(O’Sullivan) told me I had an opportunity to earn a job, not just have one, and that meant the most to me … knowing I would have to compete.”

Ong, Jannsen and left-hander Jacob Gomberg, all freshmen who are now in the portal, finished bottom three in ERAs for Florida. Florida also lost relievers Alex Philpott and Carson Montsdeoca to the portal last week.

Meanwhile, Bullen never appeared in a game for the Gators after transferring from the College of Central Florida. He will have one year of eligibility remaining.

The Gators finished the season 39-22, with an early exit from the Conway Regional. Since then, Florida has added transfer pitchers Ricky Reeth and Russell Sandefer and JUCO transfer AJ Malzone and will look to continue rebuilding and replacing a roster losing plenty of young talent and depth.

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