Super Bowl Champ Patrick Mahomes Lends Celebrity Endorsement to Canadian Cannabis Company Canopy Growth

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TRENDS Super Bowl champ Patrick Mahomes lends star power to Canopy Growth's BioSteel drink brand “It is something that is authentic to me and something that I believe in because they are doing it the healthy way.” By David Yasvinski File - Patrick Mahomes of the Kansas City Chiefs celebrates with a heavy weight title belt at the Super Bowl Parade on February 5, 2020 in Kansas City, Missouri. Photo: Kyle Rivas/Getty Images

Patrick Mahomes is adding a little Canadian — and cannabis — content to his rapidly expanding portfolio.

Kansas City’s Super Bowl champion quarterback signed on the dotted line with BioSteel Sports Nutrition Inc. this week to become a partner for the brand as it focuses on healthy sports nutrition, according to Forbes. BioSteel, which was acquired by Smith Falls, Ontario’s Canopy Growth last year, adds Mahomes to an impressive list of athletes that includes the Edmonton Oilers’ Connor McDavid, tennis player Eugenie Bouchard and the Dallas Cowboys’ Ezekiel Elliot.

The partnership, which includes an undisclosed amount of brand equity in lieu of cash, is the first for the standout quarterback since winning the Super Bowl in February ahead of signing a massive 10-year, US$450-million deal with the Chiefs last month.

Mahomes said he was turned onto the line of products by his long-time trainer, Bobby Stroupe, who has overseen the athlete’s development since he was in Grade 4. “I’m invested in the future success of BioSteel,” he said. “It is something that is authentic to me and something that I believe in because they are doing it the healthy way.”

BioSteel joins an impressive list of companies — including Adidas, Oakley and State Farm — that have chosen to hitch their fortunes to the ascendant quarterback in recent years.

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