Special to NYSportsJournalism.com
February 16, 2015: Coconut water beverage brand Vita Coco, which lists as endorsers athletes in the NFL, NBA and MLB, is expanding its roster to R 'n' R via an alliance with Maroon 5 to support the group's “V” tour.
Maroon 5, whose current hits include "Animals" and "Sugar," will integrate Vita Coco into a tour that begins this week and will land in nearly 30 cities in the U.S., Europe, Asia and Australia through September.
Financial terms of the pact were not disclosed.
According to Prinz Pinakatt, svp-marketing for Vita Coco, “Over the years, Vita Coco has built a strong relationship with the music industry. This partnership with Maroon 5 is an exciting milestone for both the brand and the category.”
For marketing support, Vita Coco said it would create "unique, memorable experiences for Maroon 5 fans at every tour stop through on-site sampling and meet-and-greets with the band."
In addition, Vita Coco will promote "enter-to-win contests" at select retailers during the tour that include a grand prize trip to see Maroon 5 perform in Barcelona.
Vita Coco's roster also includes Yasiel Puig of the Los Angeles Dodgers, LaMarcus Aldridge of the NBA's Portland Trail Blazers and NFL players Julio Jones (Atlanta Falcons), Manti Te'O (San Diego Chargers) and the 2014 No. 1 overall pick Jadaveon Clowney (Houston Texans).
Maroon 5 lead singer Adam Levine said they have been "loyal coconut water drinkers for years and incorporate exercise and yoga into their fast-paced tour schedule."
“We’re huge fans of coconut water so a partnership with Vita Coco is a natural fit for us,” said Levine.
Back to Home Page