Marketing innovation often comes from unexpected places.
In the case of Liquid Death, a brand that began by putting water in a can with punk rock branding, it has now evolved into a formidable force in the better for you beverage industry. What started as an irreverent play on branding has become a major player in healthy, better-for-you drinks, now including sparkling water and iced tea. And with its latest partnership as the official iced tea of the Philadelphia Eagles, the brand is making waves in the sports world.
I recently had the chance to zoom with Liquid Death’s founder and CEO, Mike Cessario, about the Eagles partnership, the brand’s broader marketing strategy, and what the future looks like for a company that thrives on unconventional moves.
Liquid Death Is The Brand That Breaks the Rules
Liquid Death’s DNA is built on humor, irreverence, and a knack for cultural disruption. The brand was founded in 2019 on the simple idea that healthy beverages don’t have to be marketed with the same predictable tropes of nature imagery and wellness buzzwords. Instead, Liquid Death took a page from the playbook of beer, junk food, and rock bands—leveraging edgy, comedic marketing to build an intensely loyal following.
That strategy has worked. Liquid Death has expanded beyond its flagship canned water into flavored sparkling water and now iced tea, with its tea lineup already outpacing legacy brands like Pure Leaf on Amazon.
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But what makes the brand particularly compelling isn’t just its product expansion—it’s the way it builds partnerships.
Why the Philadelphia Eagles? The Business of Sports Partnerships
Sports sponsorships have long been dominated by industry giants like Coca-Cola and Pepsi, whose exclusive pouring rights often lock out emerging brands. But Liquid Death has found a way in—thanks to its growing popularity and willingness to challenge convention.
“When it comes to deals with venues, we’ve had a lot of success,” Cessario told me. “People trying our product in a social environment—like a stadium or music festival—is a great way to introduce them to the brand. They see someone else holding a can, and it sparks a conversation. It’s instant, organic marketing.”
In Philadelphia, that opportunity came in the form of iced tea. While Coke and Pepsi often control the rights to water and soda in stadiums, the Eagles had an opening in the iced tea category. It was a perfect fit.
“We love that it’s Philly, and it’s the Eagles,” said Cessario, who has personal ties to the city. “But more importantly, we see this as an opportunity to introduce our product to a massive, passionate audience.”
It’s not often that a brand has the same kind of passion that an NFL team has with their fan base but this may just be a more “balanced” relationship than most.
“There were many signs early on that revealed this partnership to be a natural fit, but it was Liquid Death’s approach to sustainability that made it feel even more authentic to our brand,” said Brian Napoli, Senior Vice President of Corporate Partnerships for the Eagles. “We try to be very thoughtful and strategic when it comes to new corporate partners. We ask a lot of questions, look for opportunities that benefit both sides, and of course, want to ensure that the brand aligns with our organization’s mission and values.
“We felt that right away with Liquid Death. It was the whole package that we found appealing. In many respects, we are both in the entertainment business. Liquid Death has demonstrated that you can have fun and connect with a wide audience, and also leverage your brand for social good, which they do through their sustainability efforts,” added Napoli.
From the Stadium to the Shelf
Beyond the immediate brand exposure at Lincoln Financial Field, Liquid Death sees sports partnerships as a gateway to retail expansion. The deal creates new opportunities for collaborations with local retailers like Wawa and Acme—chains where Eagles fans shop and where Liquid Death can drive targeted marketing campaigns. Napoli noted based on YouGov data, “Philadelphia is a strong iced tea market. It indexes at 30% above the national average. Our team has an obligation to every partner to listen and understand. Once we did that with the team at Liquid Death we were able to create a win/win partnership.”
“We can go to local retailers and say, ‘Hey, we’re doing an Eagles promotion. Let’s put together a display or a giveaway.’ That’s a lot more meaningful at a local level than a broad, national campaign,” Cessario explained.
This strategy—leveraging a sports partnership to drive retail sales—is one that smart brands should take note of. It’s not just about signage in a stadium. It’s about translating that exposure into real-world purchasing behavior.
The Power of Content: A Marketing Playbook for the Future
Perhaps the most unique element of Liquid Death’s approach to sports partnerships is its ability to create viral, short-form content. Unlike most traditional beverage brands that rely on high-profile athletes as brand ambassadors, Liquid Death treats its marketing more like a Saturday Night Live writers’ room—crafting skits and videos that generate millions of views.
This approach is something other brands, including teams like the Eagles, could learn from. While many sports organizations are still navigating the world of short-form, social-first content, Liquid Death excels at it.
“We’ve had billion-dollar brands come to us wanting to collaborate because they see how effective our content is,” Cessario said. “They’ll even cover production costs just to be part of it.”
That presents an intriguing possibility: Could Liquid Death not only sponsor the Eagles but also help them elevate their digital marketing game? It’s a question worth considering, given that most legacy brands—including major sports teams—still lag behind in creating viral, short-form content that feels native to platforms like TikTok and Instagram.
What’s Next for Liquid Death?
With its continued success in water, sparkling water, and iced tea, what’s next for Liquid Death?
“We’re always looking at what’s next in the better-for-you beverage space,” Cessario said. “It has to be premium, better-for-you, and in a category where we can make an impact.”
Juices, energy drinks, or even functional beverages could be on the horizon. But whatever comes next, one thing is clear: Liquid Death will do it in its own way—unconventional, irreverent, and always pushing the boundaries of traditional marketing.
4 Lessons for Marketers and Entrepreneurs
For business leaders, there are key takeaways from Liquid Death’s success:
Brand Identity Matters – Liquid Death’s distinct voice and aesthetic set it apart in a crowded market. Building a strong, recognizable identity is crucial for any brand looking to stand out.
Partnerships Are More Than Logos – Effective sponsorships should extend beyond branding. Whether in sports, entertainment, or retail, brands should look for ways to create meaningful engagement.
Content is King – In today’s digital landscape, brands that create engaging, shareable content have a massive advantage. A viral video can be more effective than a traditional ad spend.
Retail Alignment is Key – Sports partnerships should drive sales, not just visibility. By aligning with retailers in key markets, brands can turn brand awareness into actual purchases.
The Philadelphia Eagles May Be A Launching Pad For Iced Tea
The success of Liquid Death’s partnership with the Eagles is more than just a marketing win—it’s a case study in how brands can challenge the status quo and carve out space in competitive industries. It’s about leveraging non-traditional marketing, creating viral content, and using partnerships to drive real business outcomes.
And while not every brand can—or should—adopt Liquid Death’s irreverent tone, the strategy behind it is universally applicable. In an era where traditional advertising is losing effectiveness, brands that can tell compelling stories, engage audiences authentically, and think beyond the typical sponsorship playbook will come out on top.
For those in the sports, beverage, or consumer brand space, the lesson is clear: Be bold, be creative, and always find a way to turn partnerships into something bigger.