O2 Official Recovery Drink for NOBULL CrossFit Games

April 6, 2022 by
Photo Credit: O2
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The sponsorship deals continue to roll in for the NOBULL CrossFit Games, as O2 announced today a deal with CrossFit that will make O2 the “official recovery drink and hydration mix” for the next two years at minimum.

One big thing: The deal is a major opportunity for the up-start to grow their CrossFit business, especially in business-to-business affiliate relationships.

  • Sponsoring the Games will put O2 front and center with a significant physical presence in Madison and will likely occupy one of the larger spaces reserved only for partner-level sponsors.
  • O2 is also wrapping up a series A crowdfunding campaign on Friday that has already raised more than $1.3 million.
  • Joe De Sena, the founder of Spartan, also made a personal investment in O2 late last month.
  • Other big name investors include Jason Khalipa, Kelly and Juliet Starrett, Nicole Carroll and James Hobart.

What they’re saying: “This is a huge moment for me, personally, and an incredible opportunity for the brand. I believe in the product, the team, and the community–our goal is to put better-for-you O2 into the hands of every fitness fan in the world, and with CrossFit’s help I think we can do that,” said Dave Colina, O2 founder and CEO.

  • Justin Bergh, GM of Sport at CrossFit: “We are very pleased to partner with a company like O2 that was born from and grew within the CrossFit community, and we look forward to working together to bring the excitement of the CrossFit Games to new heights.”

Why this matters: O2 has been a supporter of the CrossFit community since Colina launched the brand from the back of his car in 2014, having once been a CrossFit coach himself. He also helped spearhead O2’s award-winning Stay for May campaign that helped small gyms stay open during the first onset of the pandemic, and the company continues to support gyms and programs like EZ Muhammad’s Project Onyx and Brian “Tosh” Chontosh’s Big Fish Foundation, among others.

  • O2’s current list of athletes includes Amanda Barnhart, Kari Pearce, Danielle Brandon, Elijah Muhammad, Scott Panchik and James Hobart.

O2 in the news:

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