DU Athletics recently finalized a new sponsorship with the energy snack company Honey Stinger based out of Steamboat, Colorado. The company’s products include energy bars, protein bars, energy gels, organic waffles and organic chews that have supported and fueled many athletes and athletic teams across the nation.

According to Brad Ferrell, the general manager of Denver Sports Properties, a sponsorship with DU is a partnership between a company and the university that provides sponsors with brand visibility and marketing opportunities. The Honey Stinger’s logo will be appearing in the Bowlen Training Center, CIBER Field, various locations at all hockey home games in Magness Arena and at home games at Peter Barton Lacrosse Stadium.

During the school year there will be multiple on-campus product sampling sessions at athletic events. One session will take place at one home game for the men’s varsity lacrosse team, and three others will take place at the home games for the men’s varsity hockey team.

DU reached out to Honey Stinger to begin developing this relationship at the start of 2015 and finalized the partnership at the start of fall quarter. The sponsorship will cover all varsity athletic seasons within the 2015-2016 school year.

Athletic sponsorships are coordinated by Denver Sports Properties, which is a multi-media rights company that DU has partnered with to manage, package and sell marketing and sponsorship opportunities related to DU athletic events. These opportunities include arena signage, Jumbotron promotions, on ice and on court promotions, radio, TV, print, internet, game sponsorships, special event sponsorships and hospitality events.

According to Honey Stinger they “will fuel the University’s student athletes as one of the sports nutrition partners of the Denver Pioneers,” and if it is a beneficial relationship, Honey Stinger will sponsor DU Athletics into the future.