The New York Jets have partnered with VitaCholine, the brand of Balchem Human Nutrition and Health’s choline ingredient. This is VitaCholine’s first team sponsorship, and is the first time a major professional sports team was sponsored by a company in the nutritional ingredient category, according to the New York Jets.
 
The multi-year agreement includes entitlement of the team’s official website, territorial rights in both the U.S. and U.K., and a presenting partnership of a Jets road game.
 
“This exciting partnership with VitaCholine is unlike any other brand collaboration that we have ever conducted,” said Jeff Fernandez, vice president of business development and ventures at the New York Jets. “There is a renewed awareness of nutrition and self-care emerging all around us, and VitaCholine, along with its parent company Balchem, are committed to making the world a healthier place. It is rare to have the opportunity to align with such an innovative company who are also leaders in corporate responsibility. We believe their message will resonate with Jets fans and serve to help improve the well-being of so many in our market.”
 
This partnership is a first of its kind for both Balchem and the New York Jets. The partnership is fitting, as clinical evidence supports the role of choline supplementation in improving human visuomotor performance, as part of its overall role in cognition.
 
As a presenting partner of NewYorkJets.com, VitaCholine will receive prominent evergreen branding at the top of each page on the site. VitaCholine will also have significant presence at MetLife stadium, including stadium signage.
 
During one road game per season, VitaCholine will serve as a presenting partner for the Jets, and its branding will be prominently featured in all communications and marketing materials associated with the game.
 
“This is a pivotal moment for both choline and particularly VitaCholine, as awareness of the many health benefits of the essential nutrient continues to expand”, said Dominik Mattern, vice president of marketing, business development, and science at Balchem. “Choline’s crucial role in pregnancy has been well-established by experts. Now, with emerging clinical evidence showcasing its positive effects on adult mental performance and physical wellness, it’s an ideal time to embark on this dynamic partnership with the New York Jets. Their vibrant energy mirrors the vitality and dynamism of our brand and the city they represent.”
 
VitaCholine is the seventh Jets partnership in the U.K. The Jets were awarded international marketing rights in the U.K. in 2022 as part of the NFL’s International HMA Initiative, which provided all 32 NFL clubs the right to pursue and bid on international markets to help expand American football globally.