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Colts Trainer Becomes Face of Water Brand
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Every sports fan can recall an interview or a presser where a star thanks all of the people behind the scenes who support them - from their friends and family to every single team employee. Though it is rarely forgotten how important every member of the team is, it is not often that one of those crucial team players gets recognition. Recently, Liquid Death, an American canned water company set out to change that - with their first endorsement of a “Hydration Assistant”.
The brand set out to seek its first football endorsement - and looked to the NFL. One twist though. Instead of signing a roster player, a combine was held between 10 athletic trainers from college and pro football teams. With a spin on NFL combine drills, like the 40-yard water dash and the water case bench press, the Indianapolis Colts' Travis Poulson was named the winner.
With his win, Poulson became Liquid Death's first ever "pro football hydration assistant". The 1-year endorsement deal carries a value of $100 000. The brand pulled out all the stops, including having Kyle Brandt of the NFL network serve as the host of the combine. The content is an entertaining parody of the NFL combine, with a focus on the important roles played by trainers in keeping athletes hydrated.
In addition to the deal, Liquid Death has launched a pro model towel for Poulson, which is the brand's creative spin on athlete's shoe deals. Liquid Death has also signed the 9 other contestants to smaller endorsement deals.
This kind of outside-the-box (or can, in this case) thinking should be something that every sports marketer takes 5 minutes to analyze and appreciate. An unconventional beverage brand taking a brand new approach to choosing their endorsement demonstrates that there is always room for innovation in the sports marketing space. Liquid Death has always looked to be bold and different with their marketing, and their refreshing take on football marketing is nothing short of a touchdown. Be sure to keep an eye on who's giving your favourite NFL star his water bottle this season - you might just be witnessing greatness.
August 19, 2022 - Issue 52 of The Sport Marketeer