Gopuff and Giannis Antetokounmpo Announce Strategic Partnership
SPORTS
As a new shareholder, Antetokounmpo will work with Gopuff on product development, distribution strategy, exclusive offerings, and fan experiences.
Giannis Antetokounmpo is expanding his business empire beyond the basketball court. The Milwaukee Bucks star, NBA champion, two-time MVP, and 10-time All-Star has entered a strategic partnership with Gopuff, the instant commerce platform, joining the company as both a shareholder and active collaborator. The move signals Gopuff's continued strategy of aligning with elite athletes who genuinely use, and can help evolve, the brand.
More Than an Endorsement
This isn't a typical celebrity endorsement deal. Antetokounmpo has taken an equity stake in Gopuff and will work directly with the company on product development, distribution strategy, and content creation. The partnership also includes plans for exclusive product offerings and unique fan experiences designed to engage Gopuff's customer base, many of whom are passionate sports fans.
"Gopuff has been part of my real routine, and I love using their service daily," Antetokounmpo said. "Late nights after games, early mornings, and everything in between. When I need something fast, I know they've got me. I respect how they move. I'm proud to officially join the Gopuff team as a shareholder and we're just getting started. Stay tuned."
For Gopuff, the value lies in partnering with someone who already uses the service authentically. Rafael Ilishayev, co-CEO and co-founder of Gopuff, emphasized this point: "Hearing Giannis talk about Gopuff as part of his everyday routine is exactly why this partnership means so much to us. We're most excited to work with partners who don't just stand behind the brand, but actively experience it and help evolve it through their ideas and feedback."
Building on a Proven Playbook
Gopuff has established a track record of working with high-profile athletes to create relevant products and experiences. The company previously partnered with Tom Brady on the Super Monday Off Coalition and the launch of GOAT Gummies. It has also collaborated with Toronto Raptors player Chris Paul on a plant-based snack line. These partnerships go beyond traditional sponsorships, they result in tangible products and campaigns that resonate with the platform's customer base.
Antetokounmpo already has a product on Gopuff: Giannis FR34K gummies, available for $4.99. The partnership is expected to expand on this foundation with additional exclusive offerings and content designed to connect with fans in meaningful ways.
Part of a Larger Business Strategy
The Gopuff deal is the latest in a series of strategic investments by Antetokounmpo. Through his investment vehicle, Ante Inc., he has built a diverse portfolio that includes ownership stakes in the Milwaukee Brewers, MLS club Nashville SC, and Chelsea FC Women. Just days before the Gopuff announcement, Antetokounmpo became the first active NBA player to take an ownership stake in Kalshi, a prediction market platform. That partnership also includes live activations and marketing campaigns.
For Gopuff, which operates more than 5,000 products delivered in as fast as 15 minutes through its network of micro-fulfillment centers, partnering with athletes who can authentically integrate the service into their daily routines strengthens brand credibility. Antetokounmpo's schedule, late nights after games, early mornings, constant travel, mirrors the use case Gopuff is designed to solve: fast, reliable access to essentials without needing to leave home.
What's Next
While neither Gopuff nor Antetokounmpo have disclosed the financial terms of the investment, the partnership is structured for long-term collaboration. The two parties plan to co-create original content, develop new products, and design experiences that engage both basketball fans and Gopuff customers.
As instant commerce continues to evolve, partnerships like this one suggest that the next phase of growth won't just come from expanding product catalogs or delivery speeds, it will come from aligning with partners who can shape how the brand shows up in culture. For Gopuff, Giannis Antetokounmpo represents both an authentic user and a strategic voice in building what comes next.