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Patrick Mahomes becomes equity partner in BioSteel

Toronto-based brand wants Chiefs QB to help with US push.

5 August 2020 Tom Bassam

Getty Images

  • The deal is Mahomes’ first since winning the Super Bowl
  • BioSteel joins Adidas, Oakley and Bose in QB’s endorsement portfolio

Reigning National Football League (NFL) MVP Patrick Mahomes has agreed a deal to become an equity partner in BioSteel Sports Nutrition.

The Kansas City Chiefs quarterback has taken an undisclosed stake in the Toronto-based sports nutrition company as it looks to expand its US footprint and attract new health-minded consumers. 

The brand already counts NFL stars Ezekiel Elliot and Jalen Ramsey among its athlete partners, as well as the National Hockey League’s (NHL) Connor McDavid. 

The partnership is Mahomes’ first endorsement deal since he led the Chiefs to a Super Bowl victory over the San Francisco 49ers in February. In July, he signed a ten-year contract with the franchise worth up to US$503 million. 

According to Mahomes he has been using BioSteel’s products “for years” after being introduced to them by Bobby Stroupe, who has trained the 24-year-old quarterback since the fourth grade. 

“As we move into the US, the timing made sense to partner with Patrick,” said John Celenza, BioSteel co-founder and co-chief executive. 

Mahomes already has a large portfolio of endorsement deals with Adidas, Oakley, Head & Shoulders, State Farm, Bose, DirecTV, Essentia Water and Electronic Arts. As for his appeal, Mahomes' Chiefs jersey and other licensed merchandise were the NFL’s bestsellers during the 2019 season.

Patrick Mahomes has agreed a deal to become an equity partner in BioSteel Sports Nutrition

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