Luka Dončić Isn’t the Only One Joining BioSteel’s Roster: The Many is Drafted as AOR

Blake Marquis | Mar. 16 2021

Following a competitive review, sports hydration brand BioSteel has selected The Many as integrated agency of record to support the launch of its zero sugar sports drink in an eco-friendly tetra pak in the U.S. The announcement comes on the heels of the brand revealing its sponsorship of star Luka Dončić by way of a new LinkedIn profile for Dončić listing him as Global Chief Hydration Officer at BioSteel, an effort supported by The Many.
As BioSteel rapidly expands its U.S. footprint, The Many will be responsible for building consumer awareness through a holistic, go-to-market strategy and approach for all creative and media needs across North America spanning CTV, digital, social and in-store. The agency will also play a role in developing BioSteel’s influencer engagement programs and its many partnerships with some of the world’s most prominent professional athletes and personalities including Luka Dončić, Patrick Mahomes, Gleyber Torres, Deandre Hopkins, Ezekiel Elliott and Erin Andrews. BioSteel also continues to build its roster of professional sports franchises which already includes multiple NBA teams including the Philadelphia 76ers, Brooklyn Nets, Toronto Raptors and Dallas Mavericks.    
“As we expand across the U.S., we are pleased to have The Many onboard, who shares our entrepreneurial and collaborative spirit, to help further BioSteel’s mission as a zero sugar, eco-friendly sports drink,” said John Peirano, Head of Marketing at BioSteel. “Already in the first few weeks of our relationship, we’ve hit the ground running towards a massive growth year.”
Not only are we incredibly aligned with BioSteel’s mission, which is rooted in providing a healthy alternative to traditional sports hydration, we are equally as excited to execute on all the brand’s creative ambition as the company has set out to make a big splash in the world of sports,” said Maggie Cadigan, Managing Director, Growth, at The Many. 
BioSteel was founded in 2009 by former NHL player Michael Cammalleri and business partner John Celenza with a focus on all-natural, sugar-free, and nutritious drink powders. In 2020, the company released its ready-to-drink, zero sugar sports drink in an eco friendly tetra pak. In 2019, Canopy Growth purchased a majority stake in BioSteel allowing the brand to leverage Canopy’s partnership with global beverage leader Constellation Brands Inc (CBI) and its global distribution power.
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