The Dallas Cowboys Are About To Get Thumped — By $700M Recovery Tech Firm Hyperice

A new multi-year partnership will optimize player performance; Hyperice investors include Patrick Mahomes, J.J. Watt, Russell Westbrook, and more.

Will the Cowboys draft a cornerback tonight? Hyperice wants to know, because they’ll be thumping his muscles for years to come.

The Dallas Cowboys and Irvine, CA-based recovery tech company Hyperice have announced a multiyear partnership. The team will use Hyperice’s innovative handheld percussion massage devices and other recovery technologies to optimize player performance.

Hyperice is valued at $700 million, according to Bloomberg. The company has attracted $48 million in investments from the NBA, the NFL’s investment arm 32 Equity, and athletes including Super Bowl MVP Patrick Mahomes, the Houston Texans’ J.J. Watt, the Washington Wizards’ Russell Westbrook, golfer Ricky Fowler, tennis star Naomi Osaka, and other sports royalty.

“At the Dallas Cowboys, we’re always in search of cutting edge technology that helps our athletes recover quickly and efficiently to stay on the field,” Cowboys Head Athletic Trainer Jim Maurer said in a statement. “Hyperice accomplishes that goal with top quality products that show superior results that our players are excited to use this season and beyond.”

The Cowboys will work with Hyperice to keep its players loose and game-ready, with a goal of extending player careers. The company’s Hypervolt percussion massage device will be used for game-time recovery via HyperTank carts. Other Hyperice tech will be integrated into the Cowboys program in all team training facilities and locker rooms.

Hyperice CEO Jim Huether will see his brand muscle way beyond Cowboy calves and hamstrings. The partnership will score Hyperice in-stadium signage, local market activations, and advertising and branding in additional properties like The Star in Frisco.

“The partnership will help us connect with the incredible Cowboys fanbase in Dallas and beyond,” Huether said, “and extends our league-wide partnership with the NFL to drive recovery technology innovation on and off the field.” 

The Cowboys, Kansas City Chiefs, and Seattle Seahawks are the only official team partners of Hyperice. The company tackled its role as the NFL’s Official Recovery Technology Partner last November.

As part of the deal, Hyperice will get local market activation and promotion through advertising and branding through the Cowboy’s extended properties, such as The Star. It also will tap the team’s fanbase through in-stadium signage.

Hyperice has put its all-star investment capital in play in the last year.  It acquired Normatec, an innovator of dynamic compression systems, in March 2020. One month later it acquired RecoverX, a pioneer of intelligent thermal tech that delivers performance and wellness solutions. Hyperice’s customer base extends beyond pro sports to include the fitness industry, esports, healthcare, massage, and workplace wellness on a global scale, according to the company.

The Cowboys, currently shaking up their board for Day 2 of the NFL Draft, is the Forbes 2020 Most Valuable NFL Team. Now if they can only nab a cornerback…and win a Super Bowl.

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