Under terms of the deal, BioSteel, a zero-sugar sports drink, will be made available to all of U.S. Soccer’s National Teams, including the Women’s National Team, Men’s National Team, Youth National Teams and Extended National Teams. The drink will also be made available on the sidelines at matches and practices, in locker rooms and in training camp venues. The company’s logo will also appear on towels, squirt bottles, coolers and cups on sidelines and BioSteel will received significant exposure through in-stadium digital signage at events.
The SheBelieves Cup will be staged February 18–24, 2021, at Exploria Stadium.
“BioSteel is invested in the future of U.S. Soccer and commends the federation for making a healthier choice when it comes to hydration and the environment,” said Co-Founder and Co-CEO John Celenza. “Through this partnership, we are reaching a new demographic of consumers interested in making a better-for-you choice for not only themselves but their families.”
“BioSteel is a dynamic and emerging brand that is dedicated to supporting our bold vision for growth for many years to come,” said U.S. Soccer Federation Chief Commercial Officer David Wright. “Our shared partnership goals are anchored in our commitment to providing our senior Women’s, Men’s, Youth and Extended National Teams trusted hydration products with zero sugar in eco-friendly packaging, designed to help them perform at their best. Beyond our players, we’re also excited to collaborate with BioSteel on healthy hydration education for our thousands of coaches, referees and our membership organizations.”
In addition, BioSteel will become the presenting sponsor of U.S. Soccer’s Player of Year Award, the highest yearly honor awarded to the best men’s and women’s soccer player in the United States. It will also receive exclusive title partner positioning at U.S. Soccer Team training camps and exclusive title partner positioning at Youth National Team Training Identification Centers.