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For decades, big soft-drink companies like Coca-Cola and PepsiCo have been dominant sponsors of many of the biggest teams and leagues in the country. As healthier-for-you soda brands like Poppi and Olipop push into the sports space, they\u2019re starting to face some competition from across the grocery aisle.<\/p>\n
Consider the case of Poppi, which is making plenty of The goal of the partnership, CMO Andy Judd said, is to grow its cultural relevance, especially among a newer target demo for the brand: younger men.<\/p>\n \u201cWe have done an incredible job building this brand, largely with Gen Z [and] millennial women,\u201d Judd told Marketing Brew. \u201cWe have built a really solid, foundational, authentic connection with that community\u2026As we were going to move into this space and look at an expanded audience, particularly Gen Z males, we wanted a brand and partner that had the same level of rich authenticity with its fan base.\u201d<\/p>\n Like many marketers who invest in sports, Judd said the move was motivated by continued efforts to frame Poppi as a \u201cculturally relevant\u2026and influential brand.\u201d The Lakers\u2019 cultural relevance goes beyond fashion showcased in their players\u2019 tunnel walks; the team has ties to the arts community with its In the Paint program that highlights local artists.<\/p>\n The Lakers also have a strong on-court product, a big social media following, and a pull with young men, Judd said. Plus, the LA and greater California market is \u201ctypically further ahead on the health and wellness spectrum\u201d than many other areas, he added, making it prime territory for better-for-you food and beverage brands.<\/p>\n The deal makes Poppi the official soda of the Lakers, a key element of the sponsorship for Poppi, according to Judd. \u201cThat was really important language to lock in and be a part of, because we didn\u2019t want to suggest that we are a subcategory,\u201d he said. \u201cWe are soda.\u201d<\/p>\n Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n The partnership is also set to include involvement with In the Paint, tunnel-walk sponsorships, content with the Laker Girls cheer squad, theme nights at home games, virtual signage and media placements during broadcasts, player activations, retail displays, and custom cans, Judd said. Already, Poppi founders Allison and Stephen Ellsworth served as \u201chonorary captains\u201d for the team\u2019s Oct. 26 game against the Sacramento Kings, he said.<\/p>\n One traditional team sponsorship asset that\u2019s not part of Poppi\u2019s deal with the Lakers: pouring rights at the team\u2019s home arena, which Judd said is due to the fact that Crypto.com Arena isn\u2019t owned by the Lakers\u2019 ownership group. With that said, Poppi is available at other Lakers-owned facilities, like the team\u2019s UCLA Health Training Center, where its players practice and its G League team plays.<\/p>\n Social media collabs are another key element of the sponsorship. During Poppi\u2019s talks with the Lakers, \u201ccongruency for social media\u201d between the two brands came up repeatedly, Judd said.<\/p>\n The Lakers brand is \u201cextremely energized,\u201d paralleling Poppi\u2019s \u201cfun and charismatic\u201d brand voice, and given the team\u2019s involvement with fashion and the arts, \u201cthere\u2019s a lot of different components of the range of cultural conversations that the Lakers are having that fits well with the range of cultural conversations that we have,\u201d he said. Poppi posted several TikTok videos announcing the partnership and is planning to include the Laker Girls in future social posts, Judd said.<\/p>\n As for a certain father-son duo currently playing for the Lakers, Judd was tight-lipped about whether LeBron and Bronny James might appear in any Poppi content down the line.<\/p>\n \u201cIt\u2019s definitely not why we did this partnership, but I love the storyline,\u201d he said. \u201cThe relevancy of the next generation\u2026How could you not think through that?\u201d<\/p>\n<\/div>\nwaves<\/del> bubbles in sports. After working on WNBA integrations, college football partnerships, and a Super Bowl ad recently, the drink brand announced its first team sponsorship with the Los Angeles Lakers in October.<\/p>\nTake me to the Lake(er)s<\/h2>\n
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