The partnership is in place for the club’s 2026-27 EFL Championship, allow the brand and club to highlight their shared values of “consistency, discipline and showing up every day”.
Evan Lynch, AG1’s director of nutrition, told NutraIngredients the company was excited to ‘buck the trend in sport sponsorship’ and give the spotlight to a wellness brand.
“I hope this is the start of a trend where wellness brands are front-and-center on sports jerseys,” he told NI. “Athletes are the role models that kids look up to and that’s really important.”
He added: “Athletes set the culture and the trends for people so I hope that AG1 can have a positive impact by encouraging healthier choices among the younger generation.”
The partnership will see AG1 branding across the match day kit, stadium advertising and digital channels throughout the season, plus AG1 products will be available for use by the club’s teams.
The deal also includes promotional rights across the club’s social media channels, where a launch video announcing the partnership has already been shared, as well as on the channel of the club’s co-owner, rap icon Snoop Dogg.
Supporting athletes to show up with consistency
The company’s flagship product is ‘daily core supplement blend’ contains more than 75 vitamins, minerals, probiotics, and superfood sources to support energy levels, immune system function, and digestion.
Lynch noted the product is not built to directly support sports performance but it works to support ‘the other 23 hours of the day’ which allow athletes to show up with consistency.
“This is the behind-the-scenes support which allows us to show up consistently to the best of our abilities,” he told NI.
“In sports, often the focus can be on the macros—the protein and the carbs—and it can be easy to forget about the micro-nutrients which are essential in order to gain the benefits from the macros.”
He added: “High intensity sport puts a lot of pressure on the body. AG1 can offer support in terms of oxidative stress through its vitamin C and E content.”
But for many people, performance is not about winning an elite level football match, he noted.
“Often, performance is about getting the kids to school, working all day, then still having energy to play with the kids at the end of the day.
“In that way, AG1 has been there to support millions of mornings for millions of people across the world. That’s what it does well.”
Pop icon shares endorsement
Swansea City AFC has recently entered new ownership under a group that includes Ballon d’Or winner Luka Modrić, pop cultural icon Snoop Dogg, and lifestyle influencer Martha Stewart.
“This partnership just feels right,” Snoop Dogg said of the collaboration. “AG1 and Swansea City are both about showing up every day, putting in that work, and always looking to level up. It’s exciting to be part of something that brings people together through football, wellness, and that shared commitment to performing at your best.”
The partnership increases the brand’s sponsorship portfolio which also includes England Men’s and Women’s Rugby, Ireland Men’s and Women’s Rugby and the USA SailGP Team.
Tom Gorringe, Swansea City chief executive officer, said: “Our men’s and women’s senior teams and academy set-ups will benefit from AG1’s industry-leading expertise by using a quality product that exceeds industry standards to support physical and mental performance.”
