Aaron Judge signs endorsement to mark home run record but brands shun teammates

Aaron Judge and his dog Penny are in a Waiakea promotion in 2022.

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Yankees star Aaron Judge landed a new endorsement deal with Waiakea, a company specializing in Hawaiian volcanic water. The sponsor is preparing to introduce a special series of water bottles featuring the slugger. Aaron Judge made history in the 2021 season by breaking Roger Maris’ long-standing American League (AL) home run record, reaching an impressive 62 home runs.

Aaron Judge’s remarkable accomplishment has solidified his legacy within the history of baseball. The forthcoming launch of these limited-edition water bottles is a direct outcome of the equity partnership that emerged in 2022 between Aaron Judge and Waiakea. This partnership effectively merges the realms of sports and business.


The exclusive commemorative bottles serve a dual purpose – celebrating Aaron Judge’s remarkable achievement and shedding light on Waiakea’s strategic growth initiatives in New York City. This $10 million company is gearing up for an extensive marketing campaign directed at prominent retailers in all five boroughs.

The collaboration took root as part of Waiakea’s expansion plans within New York City. The company’s strong commitment to sustainability aligned seamlessly with Aaron Judge’s philanthropic endeavors, primarily through his non-profit entity, the #ALLRISE Foundation.

Aaron Judge’s teammates struggle to get endorsements

In SponsorUnited’s MLB marketing partnerships report for 2023, the Seattle Mariners’ Julio Rodriguez leads the MLB pack with 20 brand endorsements. He is followed closely by Vladimir Guerrero Jr. of the Toronto Blue Jays, Hunter Greene of the Cincinnati Reds, Alek Manoah from the Blue Jays, and Bobby Witt Jr. of the Kansas City Royals. The sixth place goes to Jeremy Pena despite he is experiencing a performance slump on the field. Aaron Judge comes seventh with only seven brands associated with him.

Aaron Judge frequently shares his appreciation for moments spent with his family, his passion for golfing and fishing, and his dedication to charitable activities. The partnership with Waiakea goes beyond being a commercial opportunity for the slugger; it mirrors his core values, solidifying his position as a community leader.

Anticipated to become highly sought-after collectibles, the limited-edition Waiakea Aaron Judge bottles represent a unique fusion of sports and sustainability.

In a broader context, the report reveals that MLB teams collectively saw a substantial increase of 23 percent in sponsorship revenue in 2023 compared to the previous year.

However, Aaron Judge’s Yankees teammates are struggling. The Yankees are nowhere among the top 10 teams with maximum players’ endorsement deals. The Astros have emerged as one of the top revenue-generating teams in Major League Baseball for the year 2023, sharing the top spot for sponsorship revenue with the Philadelphia Phillies. Notably, both the Phillies and the Astros are ranked as the leading championship series teams, boasting the highest sponsorship volume among all MLB teams, as indicated in the report.

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