Iconic basketball team the Los Angeles Lakers has announced its new sponsorship with plant-based startup Beyond Meat.
Beyond Meat will collaborate with the NBA players to 'create and share inspiring content, drive consumer engagement and offer unique opportunities to introduce fans to the delicious taste and benefits of plant-based meat' as part of its Go Beyond campaign.
'A literal game-changer'
Speaking about the sponsorship, Lakers President of Business Operations, Tim Harris, said: "[Beyond Meat] is an innovative and forward-thinking company with established and successful relationships with NBA players around the league.
"Anytime we can align with a company that is looking to improve the wellness of our players, as well as our fanbase, we think it's a very good fit and we look forward to a great relationship with Beyond Meat.”
JaVale McGee, Los Angeles Lakers Center and Beyond Meat ambassador, added: "Shifting to a plant-based diet has been a literal game-changer, and I'm excited to have my two favorite LA brands partnering to make plant-based eating not only delicious but accessible."
The partnership kick-started with Beyond Meat's vegan burgers being sold outside of the Lakers' solar-powered training facility in LA.
'Delicious plant-based meats'
"Over the years, we've been fortunate to work with many of the world's greatest athletes as they explore Beyond Meat and the impact plant-based eating has on their performance, their recovery between games and workouts, and the broader benefits to health and environment," said Ethan Brown, CEO and Founder of Beyond Meat.
"As an LA-based company, we are excited to team up with one of LA's most iconic brands to engage our local community and further amplify awareness of our delicious plant-based meats that serve both body and planet."