First Professional Sports Partnership for VitaCholine® encompasses rights across regions including the United States and the United Kingdom.
May 2, 2024 – The New York Jets announced a partnership with VitaCholine, a Balchem Human Nutrition and Health brand of the essential nutrient choline, as Proud Partner of the team. This agreement marks VitaCholine’s first sponsorship and the first sponsorship in the Nutritional Ingredient category of a major professional sports team. The multi-year agreement includes entitlement of the New York Jets official website NewYorkJets.com, grants territorial rights in both the United States and United Kingdom, as well as presenting partner of a Jets Road game.
“This exciting new partnership with VitaCholine is unlike any other brand collaboration that we have ever conducted,” said Jeff Fernandez, Vice President of Business Development + Ventures at the New York Jets. “There is a renewed awareness of nutrition and self-care emerging all around us, and VitaCholine, along with its parent company Balchem, are committed to making the world a healthier place. It is rare to have the opportunity to align with such an innovative company who are also leaders in corporate responsibility. We believe their message will resonate with Jets fans and serve to help improve the well-being of so many in our market.”
This partnership is a first of its kind, not only for Balchem, but also for the New York Jets. According to the Nutrition Business Journal, VitaCholine is part of a $61 Billion retail category,i affirming a renewed commitment to self-care in the wake of the pandemic. Consumers are increasingly looking for solutions to support both mental and physical performance. Nutrients like VitaCholine, supported by science, offer options that may not be easily attainable through diet alone. The brands are a great fit, pairing a leading sports franchise that depends on precision and accuracy with a nutrient that has been clinically shown to convey accuracy benefits by supporting muscle control.ii
Raising awareness for the benefits and accessibility of VitaCholine is an important aspect of the Jets partnership. To that end, VitaCholine will become the presenting partner of the Jets official website NewYorkJets.com, receiving prominent evergreen branding at the top of each page on the site. VitaCholine will also have significant presence at MetLife Stadium with impactful exposure on stadium signage.
During one road game per season, VitaCholine will serve as the presenting partner for the Jets. In this role, VitaCholine will be prominently featured in all communications and marketing materials associated with the game.
“This is a pivotal moment for both choline and particularly VitaCholine, as awareness of the many health benefits of the essential nutrient continues to expand”, said Dominik Mattern, Vice President Marketing, Business Development and Science at Balchem. “Choline’s crucial role in pregnancy has been well-established by experts. Now, with emerging clinical evidence showcasing its positive effects on adult mental performance and physical wellness, it’s an ideal time to embark on this dynamic partnership with the New York Jets. Their vibrant energy mirrors the vitality and dynamism of our brand and the city they represent.”
In addition to being the latest partnership in the U.S., VitaCholine becomes the Jets seventh partnership in the United Kingdom. This partnership gives VitaCholine an opportunity to strengthen its brand presence throughout the region.
The Jets were awarded international marketing rights to the UK in 2022 as part of the NFL’s International HMA Initiative. The initiative provided all 32 NFL clubs the right to pursue and bid on international markets with the goal of globally expanding the game of American football.
i 2023 Supplement Business Report, Nutrition Business Journal, Page 2: Supplement industry retail sales by product category, 2022
ii Naber, M., Hommel, B. & Colzato, L. Improved human visuomotor performance and pupil constriction after choline supplementation in a placebo-controlled double-blind study. Sci Rep 5, 13188 (2015). https://doi.org/10.1038/srep13188
