Gatorade announces partnership with Mavericks star Luka Doncic

It seemed like it was just a matter of time.

Gatorade announced a partnership with Dallas Mavericks star Luka Doncic on Wednesday, adding him to a roster of six other NBA athletes including Michael Jordan, Jayson Tatum, Karl Anthony Towns, Zion Williamson, Damian Lillard and Jaden Ivey.

“Joining Gatorade is an exciting moment for me,” Doncic said in Gatorade’s release. “I’m grateful for the opportunity to work with a brand that has supported so many great athletes. Basketball has given me so much, and together with Gatorade, I’m excited to help more kids experience the benefits of sports.”

No specifics about the deal have been made public yet.

“We’re excited to add another elite talent like Luka to our roster and are looking forward to fueling him during this year’s NBA playoffs and through more groundbreaking seasons,” Gatorade head of marketing Jeff Kearney said in the same release. “Luka emulates what it means to be a Gatorade athlete—leading others on and off the court and inspiring the next generation.”

Gatorade also has partnerships with Tennis legend Serena Williams and rising superstar Caitlin Clark.

It is worth noting that the Dallas Mavericks and Doncic were previously tied to sports nutrition company BioSteel. Back in 2020, BioSteel was made the Mavericks’ first-ever official sports drink partner. A year later, Docnic took an equity stake in the company as part of an endorsement deal.

In September of 2023 BioSteel’s parent company Canopy Groth Corporation filed for bankruptcy, stating that it could no longer fund the company after spending $272 million since taking over the company in 2019. Canopy also noted in its filing that it owed $9 million in various sponsorship agreements but would be unable to fulfill those agreements.

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