What’s happening
New York Giants running back Cam Skattebo announced a new partnership with BUM Energy, sharing an Instagram ad and statement about fueling with the brand during the offseason.
The context
Skattebo’s rookie season ended early due to a dislocated right ankle, and the partnership lands during rehab — when off-field brand moves often accelerate.
Why this matters
Energy drink sponsorships work because they’re simple:
clear “performance fuel” narrative
constant content opportunities
and a product category that lives directly inside training and competition culture
For BUM, attaching to an NFL RB helps legitimize the “athlete-first” positioning. For Skattebo, it’s another step in building a personal brand beyond game day.