Spindrift adds professional athlete investors, endorsements
Patricof Co., an investment and advisory platform for professional athletes, has brokered a deal with Spindrift Beverage Co. Inc. that brings a roster of professional athletes as investors. Patricof's athlete investors are now part owners in Spindrift through Patricof's partnership with Gryphon Investors, a San Francisco-based private investment firm.
The athletes, all reportedly longtime Spindrift fans, include NBA champion Kevin Durant and Rich Kleiman’s 35V, NFL star DK Metcalf, 2025 NCAA women’s basketball champion and most outstanding player Azzi Fudd, NBA star Derrick White, MLS all-star Maarten Paes, WNBA standout Sophie Cunningham and gymnast Livvy Dunne.
Implications for convenience services operators
For convenience services operators, the star power associated with elite athletes, like other celebrity-backed brands, can boost consumer demand and raise interest in purchasing Spindrift in vending, micro market and smart store locations. Demand for functional and better-for-you beverages remains strong, and while Gen Z and Millennials are key drivers behind the growing consumer preferences for clean-label, low sugar, and functional drinks, there is interest from every generation.
Spindrift and Patricof’s content partnerships could drive social media engagement. Operators could drive sales and recurring revenue via micro market advertising programs, where promotional content is shown on kiosks and card readers during times when transactions are not being completed, capitalizing on the marketing push to support the deal.
Patricof has experience helping athletes invest in companies that reflect their personal values. Spindrift and the athletes will team up to produce a short-form video series where they “draft their starting Spindrift lineup.”
What they are saying
“It’s easy to invest in something you truly enjoy," said Azzi Fudd, UConn Huskies women’s basketball player, in a release. “I’ve always loved Spindrift, it’s full of flavor, better for you, and fits right into my routine as an athlete, where I’m always looking for high-quality, healthy beverages. When you believe in a brand and actually like what it stands for, you know it’s worth being part of.”
“Spindrift checks all the boxes I’ve been looking for, and I’m just excited to be a part of it,” said Derrick White, Boston Celtics player and Spindrift investor, in a release. “I was first introduced to the brand by my parents; they brought it home one day, and we all became fans right away. It offers something different, something fresh, and I know when I reach for it, I’m making a healthy choice. So, when the opportunity came up to invest in a brand I already love and trust, it felt like the perfect fit.”
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About the Author
Linda Becker
Head of Content
Linda Becker is head of content for Automatic Merchandiser and VendingMarketWatch.com, responsible for the brands’ overall content strategy, planning and performance. She oversees the creation and performance of editorial and multimedia content across platforms such as magazines, websites, webinars, podcasts, newsletters, videos, social media, events and eBooks.
Since joining Automatic Merchandiser and VendingMarketWatch.com, Linda has developed a new appreciation for the convenience services industry and its essential role. She is dedicated to serving readers by covering the latest news in the vending, office coffee service and micro market industry. She can be reached at 262-203-9924 or [email protected].