The sponsorship marks the first of its kind for the Lakers, establishing G.O.A.T. Fuel as the first energy drink brand the Lakers have aligned with. Rice, who is celebrated as the greatest NFL receiver of all time, serves as Executive Chairman of G.O.A.T. Fuel Inc. The deal illustrates the company's continued rise in the energy drink space and solidifies its position as the go-to energy drink for athletes and those looking for a clean boost of energy, it says.

Tim Harris, president, business operations, Lakers, added: "We want nothing but the best for our players and successful, enduring careers are always the goal. And with the longest career of a wide receiver in NFL history, we feel Jerry Rice and his team at G.O.A.T Fuel have a good understanding of longevity and durability. We're excited to bring them on as the first official energy drink of the Los Angeles Lakers."

The multi-channel sponsorship will see G.O.A.T. Fuel activated across the Lakers' digital landscape such as social media and website integration as well as visibility on the Lakers mobile app, in addition to retail sweepstakes promotions, brick-and-mortar pass through rights and in-arena corner board LED signage. Along with sponsorship activations throughout the year, a community-based initiative also is upcoming. The G.O.A.T. First Responders Program will honor front line workers on the court during games twice a season, the company says.