Rowdy Energy, the energy drink brand founded by NASCAR driver Kyle Busch and entrepreneur Jeff Church, is expanding its lineup with the launch of Blue Raspberry and Grape. 

NBA All-Star Chris Paul continues to pursue his plant-based mission with a financial investment in Los Angeles-based Koia, leaders in 100% plant-based nutrition shakes. This investment furthers Paul's goal of providing better access for healthy foods to all and promoting the benefits he personally experiences from a plant-based lifestyle.

Premium energy drink UPTIME, Los Angeles, announced its partnership with Cade Cunningham, the rookie basketball player just selected as the No. 1 overall NBA Draft Pick by the Detroit Pistons. The collaboration is the award-winning Oklahoma State star's first with a beverage company.

In a one-of-a-kind gaming opportunity, Mountain Dew launched a limited-time mobile game "Zion Shoots. You Score." featuring NBA All-Star Zion Williamson. 

Seattle-based Talking Rain Beverage Co., the maker of Sparkling Ice beverages, announced the second annual Cheers to Heroes campaign to honor and celebrate America’s everyday heroes. To kick off this year’s campaign, the Sparkling Ice brand is teaming up with one of America’s favorite hometown heroes: three-time Olympic Gold Medalist Gabby Douglas.

Cutwater Spirits welcomed the return of baseball on April 1 by releasing new co-branded canned cocktails while also increasing its in-stadium presence through partnerships with teams across the league. 

Organic hydration drink HALO is ramping up efforts to get people hydrating the right way as it welcomes professional tennis player Andy Murray to the team as a brand ambassador and investor. 

In partnership with NBA icon, businessman and philanthropist LeBron James, MTN DEW announced the launch of RISE ENERGY,  an energy drink specifically formulated with ingredients to kick off the morning with a mental boost, immune support, and zero grams of added sugar, the company says.

Radeberger Gruppe USA, an importer of brands of its parent company Radeberger Gruppe, entered a multi-year agreement with legendary race team Andretti Autosport to showcase its popular non-alcohol Clausthaler brand. 

No Days Wasted (NDW Labs Inc.), Vancouver, British Columbia, announced that Chase Claypool, rookie NFL wide receiver of the Pittsburgh Steelers, has joined the brand as an ambassador and spokesperson. Claypool will play an active role in demonstrating the benefits of the No Days Wasted brand — specifically, focusing on its new Hydration Replenisher and immune support products, the company says.