According to a press release quoting BioSteel co-founder and co-CEO John Celenza, this was a no-brianer for each side.
“We’ve provided Patrick’s trainer Bobby Stroupe with BioSteel product for years and have always known Patrick to be a big fan of the brand. As we move into the U.S., the timing made sense to partner with Patrick. Authenticity is everything to us, which made partnering with him an easy choice.”
“I have been using BioSteel’s products for years, and I love that its products are all-natural and sugar-free,” said Mahomes. “I’ve been fortunate enough to be educated on sports nutrition by the best, and I want to pass along this knowledge to today’s youth.”
Now based in Toronto, Canada, BioSteel is making an effort to improve its market share in the United States. The company was founded in 2009 to market a high-performance sports drink of amino acids, electrolytes and beets originally developed by former Toronto Maple Leafs strength and conditioning coach Matt Nichol.
Originally marketed only to professional sports teams, it is now widely used by NHL and NBA teams, along with many professional golfers. The company says it intends to grow its share of sales in the United States’ “top grocery, mass, gas, and convenience retailers, with direct distribution partners across the country to support this growth.” and to attract “new health-minded consumers, athletes, and sports fans through its partnership with Mahomes.”
Specific terms of deal have not been announced, but the press release describes Mahomes as an “equity partner” in the company.