How BODYARMOR Hydrated Mayweather Vs. McGregor During Epic Boxing Match

Inside T-Mobile Arena on Fight Night

By now everyone knows the biggest fight in combat sports history took place over the weekend. T-Mobile Arena in Las Vegas hosted the record setting PPV event where Floyd “Money” Mayweather defeated the “Notorious” Conor McGregor in the 10th round by technical knockout. Fans across the globe tuned in to the spectacle and witnessed a tremendous bout.

Prior to the festivities, BODYARMOR sports drink announced it would be the official hydration beverage of the four-fight SHOWTIME PPV event. The company is backed by NBA legend Kobe Bryant, and boasts a high-profile lineup of current star athletes who have all invested in the company including James Harden, Mike Trout, Andrew Luck, Richard Sherman, Anthony Rizzo, and Dustin Johnson.

Floyd “Money” Mayweather, 50–0.

Speaking with Michael Fedele, Vice President of Marketing for BODYARMOR, I wanted to learn more about the brand and its connection with the sports world.

How did BODYARMOR become the official drink sponsor for the May-Mac fight?

Dozens of pro boxers & MMA fighters drink BODYARMOR for their training hydration. They trust and believe in BODYARMOR as a product. Saturday’s fight was a showcase of two of the best athletes in their respective sports going head-to-head, so it made sense that they should be hydrated with the best.
 What kind of numbers does the company anticipate reaching through ad placement and social media impressions?

Hundreds of millions of impressions already garnered.

Is Kobe Bryant involved with the day-to-day operations of the company?

Kobe is an integral part of BODYARMOR. Not only is he the #3 investor in BODYARMOR, but Kobe was the Creative Director behind the brand’s ‘Obsession is Natural’ national TV & digital campaign that launched this spring. Kobe is a big part of what we do behind the scenes and a true partner of BODYARMOR, with continued engagement & involvement in helping shape the brand’s direction. Kobe was also part of the senior executive team involved in making the decision to hydrate the May-Mac event.

Where does the company go from here after the biggest fight in combat sports history?

We’re in the midst of our 2018 planning now. 2017 has been a huge year for BODYARMOR already with a national ad campaign, CONCACAF Gold Cup sponsorship, Mayweather Vs. McGregor and much more — and 2018 is set to be even bigger.

Fight fans were treated to an epic event last Saturday and certainly want more now. Speaking for myself, I was very impressed with the production flow start to finish. The companies that put on these sporting events garnish most of the attention with commercials and billboards galore. It was refreshing to see a growing brand with current professional athletes on its roster represented in the squared circle.