Making A Splash: Lights, Signings, BioSteel
Mahomes Shines in Latest Creative Promo. MLS Signs Big Names. BioSteel Takes Over NHL.
Our thoughts are with the country and people of Ukraine, hoping a peaceful end is near.
On Today’s Agenda:
New Patrick Mahomes Commercial Shines With Creativity
MLS Clubs Secure Massive Signings
BioSteel Takes Over Hockey For Gatorade
The NFL’s Showstopper Does it Again
New Patrick Mahomes Commercial Shines With Creativity
By Hiral Patel
Most NFL fans are used to seeing Patrick Mahomes perform the impossible when he’s on the field. From his no-look passes, scrambles out of the pocket, and willing the Kansas City Chiefs to a Super Bowl, Mahomes has emerged as one of the biggest stars the NFL has ever seen. In the thick of the NFL offseason, Mahomes still finds a way to make headlines. Similar to how his creativity on the field catches the eyes of fans near and far, this latest brand partnership has taken his out-of-this-world abilities off the field.
Patrick Mahomes has partnered with Coors Light in a commercial selling the “Coors Light”, a Coors Light branded flashlight. What seems like a harmless commercial focused on a flashlight instead of actual Coors Light products (beer) is actually a creative genius at work. Due to NFL restrictions, no player can directly endorse beer - and it was only in 2017 that the league permitted players to use their image and likeness to endorse alcohol, seltzers, and wines. What this commercial does is walk the tight line of the NFL restriction, and pokes some fun along the way:
In the commercial, many references are made to Coors Light beer, from Mahomes taking the flashlight out of the fridge, to the light’s ‘12 or 16 fluid ounce’ capacity. The commercial also makes it clear that the flashlight is 0% beer. All proceeds from sales of the Coors Light flashlight go towards Mahomes’ “15 and the Mahomies foundation”, and the commercial also refers to the brand’s catchphrase of being as cool as the Rocky Mountains.
Ultimately, this commercial has all the ingredients of a powerful athlete-brand partnership. Not only does it scream innovation, but it also delivers in a way that makes a statement. This form of guerilla marketing allows a brand like Coors Light to collaborate with NFL athletes when barriers between the brand and the athlete exist. The charitable angle also creates a genuine connection between the athlete’s endorsement of the brand, a win-win for the athlete and the fans who support them.
As Molson Coors enters the NFL space once again after 33 years of being shut out by Anheuser-Busch, who had exclusivity in Super Bowl advertising, the company has made a splash before the NFL season has officially kicked off. With almost 7 months to go until fans will see the brand activate at the Super Bowl, this commercial with Patrick Mahomes is sure to flash a bright light on their presence in the living rooms of NFL fans all over - who wants a cold one?
Euro Soccer Stars Head to MLS
MLS Clubs Secure Massive Signings
By Caleb Gilligan
Although the football transfer window only officially started two weeks ago, there has been plenty of movement in football’s top leagues. Erling Haaland secured his move to Premier League defending champions Manchester City, the former club of his father, Alfie Haaland. French wonderboy Aurelien Tchouameni made his dream move to Champion League winners Real Madrid to further improve their midfield. Finally, Liverpool signed striker Darwin Nunez to improve their front three. Although big names have moved between European clubs for outstanding fees, the three players above cost a combined €234.8 million, MLS clubs have been utilizing the Bosman ruling to acquire out-of-contract stars for free.
LAFC has been one of the busier teams acquiring 2022 EURO-winning centre-back Giorgio Chiellini and five-time Champions League winner Gareth Bale. Their neighbours LA Galaxy managed to sign former Juventus forward Douglas Costa while Houston Dynamo acquired midfielder Hector Herrera from Atletico Madrid. DC United even made a splash by bringing back English legend Wayne Rooney as their manager. Rooney previously captained the club in the 2018 and 2019 seasons. Despite all these signings, Canada’s Toronto FC has had the best transfer window so far with several key signings.
After finishing 26th in the MLS standings last season, Toronto FC knew that changes were needed if they were to challenge for the MLS Cup once again. The transition started by hiring former LAFC manager Bob Bradley as a head coach and sporting director. After filling out the backroom with his staff, Bradley went to work and managed to convince Italian superstar Lorenzo Insigne to join the club after his contract with Napoli expired. Insigne played 91 minutes in the 2020 European Championships Final and helped Italy reclaim European glory. After signing Insigne, Bradley focused on improving their defence by singing centre-back Domenico Criscito from Genoa. After trading away 2020 MLS MVP Alejandro Pozuelo to Inter Miami, TFC managed to free a Designated Player spot. Although it is yet to be confirmed, all rumours point toward that spot being filled by another Italian international, Federico Bernardeschi. Bernardeschi most recently played for Juventus but the winger managed to score only 2 goals and 6 assists in 36 appearances last season, resulting in the club electing against resigning him. Bernardeschi also appeared in the 2020 EURO Finals with Italy, being subbed on in the 86th minute and scoring in the penalty shootout.
It doesn’t take a genius to realize the marketing strategy of Toronto FC. Although sporting results are undoubtedly the focus of signing the three Italian internationals, the marketing opportunities for those players are too hard to pass up. Over 500,000 Italian-Canadians live in the GTA, according to the 2016 Canadian Census, which makes Toronto the second highest population of Italian descendants in North America, after New York City. Although TFC has fared well in their attendance in recent years, the club routinely finishes in the top half of the MLS, TFC’s home stadium will be expanding by 15,000 in the next few years.
Bradley and the rest of MLSE are hoping that the Italian signings will not only help Toronto FC return to the MLS Playoffs but create a new wave of football fans in the GTA.
Changing Things Up: BioSteel Signs NHL
BioSteel Takes Over Hockey For Gatorade
By AJ Hewish
Since 2006, the iconic sports performance drink Gatorade has dominated the NHL as their official sports drink sponsor. However, a new competitor entered the market in recent years: Mike Cammalleri’s BioSteel. Focusing on their all-natural ingredients, essential electrolytes, and zero sugar, more and more of the North American sporting industry is making the change to the athlete-built drink.
As of last season, at least 30 of the 32 NHL teams were buying BioSteel drinks to supplement their players. Some players were even drinking from the famous green Gatorade bottles but were found to be drinking BioSteel instead.
But the 16-year period is finally over. Beginning next season, the NHL and NHLPA announced a multi-year deal with BioSteel, making them the official sports drink of the NHL, with all bottles on NHL benches, transitioning over to the white and red BioSteel bottles instead.
This is massive for BioSteel in the sports drink market. Now sponsoring multiple NFL, NBA, and US Soccer players, BioSteel is making ground on the road to overtaking Gatorade’s long-standing market domination.
Now, more and more BioSteel products are going to be exposed with NHL branding, logos, and players, across all NHL games in the coming years, in an undisclosed multi-year deal. Additionally, BioSteel’s summer camp, (which many NHL players attend) can now have official NHL logos and branding, as well as entering the prospect sponsoring space for up-and-coming NHL players, and even becoming the prize sponsor for college hockey’s top player prizes.
The possibilities are endless, with BioSteel sponsoring more and more professional sports teams and athletes, including the Toronto Raptors, the LA Lakers, Miami Heat, and both the US Women’s and Men’s National soccer teams.
Is this the fall of Gatorade? Will this provoke further sponsorship from BioSteel? Or will this inspire new drink companies such as Body Armor to invest in North American professional sports?
Let us know what you think! Is this a good deal for the NHL and BioSteel? Is Gatorade missing out or was this a smart end to their deal with the NHL?
Stay tuned for future articles from The Sport Marketeer for updates on this situation and the world of sports marketing.
