AG1 ditches athlete deals to fund groundbreaking nutrition research instead

AG1, a renowned nutrition supplement brand, is pioneering a new approach to sponsorships. Instead of inking deals with athletes, the company has chosen to back early-career researchers. This strategic shift signifies a departure from traditional name, image, and likeness (NIL) agreements in the industry.

The brand has also bolstered its product range and secured distribution in Bluestone Lane cafes across the US.

In 2023, AG1 initiated a research sponsorship program, opting to support scientists over sports stars. The company selected three researchers—Chidera Ejikeme, Hannah Eberhardt, and Dr. Margaret Hilliard—based on their alignment with AG1's mission. Criteria included scientific merit, potential impact, feasibility of their work, and a commitment to integrity.

Beyond financial backing, the sponsorships provide a platform for the researchers to disseminate their findings. AG1's objective is to elevate researchers to the same level of visibility as athletes in sponsorship deals. However, since the initial announcement, no additional scientific NIL partnerships have been confirmed as of early 2026.

Prior to this initiative, AG1 had already collaborated with UC Davis. Their joint research delved into the relationship between nutrition and metabolic health.

Concurrently, the brand has been expanding its business. AG1's greens powders are now available in Bluestone Lane cafes nationwide, expanding its reach beyond direct sales.

AG1's decision to sponsor researchers instead of athletes mirrors a broader effort to diversify NIL partnerships. The three researchers remain the sole ones backed under this program, with no new deals announced since 2023. Meanwhile, the company continues to grow its product distribution and research efforts in nutrition science.