NLL Partners with KéLó for U.S. Hydration Deal, Expanding Roots and Community Impact

The National Lacrosse League (NLL) has named KéLó its official hydration partner in the U.S. under a multiyear, seven-figure deal. Starting January 2025, KéLó will launch in select retail stores, produce team-branded bottles, and support grassroots initiatives like the NLL’s UnBOXed program for schools.

Although Gatorade remains the league’s partner in Canada, the NLL sought a U.S. partner aligned with the sport’s indigenous roots. “It’s a perfect alignment of community focus and honoring our heritage,” said Kurt Hunzeker, NLL EVP of Commercial Operations.

The partnership began through San Diego Seals forward Rob Hellyer, who connected KéLó’s CEO Andrew Lougheed with NLL leadership early in 2024. This follows the NLL’s 2023 deal with Castore as its official uniform partner, which Hunzeker credited with boosting brand interest in the league and paving the way for future growth.