2027 Health Brand Showcase
Put Your Brand
Where Pros Live.
KMG gives qualified health, nutrition, hydration, fueling, recovery and wellness brands a structured path into NFL and NBA facilities. Team decision-makers select the products they want to trial, evaluate them inside their own environments and, when a product earns a fit, can purchase directly from the brand.
Dietitian-led Vetting • Team-Controlled Trials • Direct Purchase Pathway
2027 Health Brand Showcase
Put Your Brand
Where Pros Live.
KMG gives qualified health, nutrition, hydration, fueling, recovery and wellness brands a structured path into NFL and NBA facilities. Team decision-makers select the products they want to trial, evaluate them inside their own environments and, when a product earns a fit, can purchase directly from the brand.
Dietitian-led Vetting • Team-Controlled Trials • Direct Purchase Pathway
25
Current NFL + NBA Organizations
1,700+
Athlete reach across the network
25
Featured brands have secured trials
4 years
Of Showcase execution
25
Current NFL + NBA Organizations
1,700+
Athlete reach across the network
25
Featured brands have secured trials
4 years
Of Showcase execution
A Controlled Professional Market Test
A controlled path from qualification to purchase.
Professional sports access is earned one organization at a time. KMG creates the structure around that access, from Tony’s Take and staff-facing positioning through organization opt-in, trial coordination, live reporting and direct purchasing conversations with interested teams.
Sales are the target. Market intelligence is the value floor.
01
Earn Qualified Access
The brand owns and builds its presentation. KMG and Tony help shape the staff-facing product story through a professional dietitian lens, then KMG presents it to professional sports decision-makers.
02
Let Teams control the trial
Each organization independently opts in, selects the products and flavors it wants to evaluate and controls the trial inside its own facility.
03
Create a path to purchase
When purchasing interest develops, KMG connects the brand directly with the organization’s dietitian or decision-maker and helps move the opportunity from trial to purchase.
The Value Floor
Team purchases are the goal. If an organization does not purchase, the campaign still delivers clear market intelligence on product fit, barriers and the brand’s next commercial move.
A Controlled Professional Market Test
A controlled path from qualification to purchase.
Professional sports access is earned one organization at a time. KMG creates the structure around that access, from Tony’s Take and staff-facing positioning through organization opt-in, trial coordination, live reporting and direct purchasing conversations with interested teams.
Sales are the target. Market intelligence is the value floor.
01
Earn Qualified Access
The brand owns and builds its presentation. KMG and Tony help shape the staff-facing product story through a professional dietitian lens, then KMG presents it to professional sports decision-makers.
02
Let Teams control the trial
Each organization independently opts in, selects the products and flavors it wants to evaluate and controls the trial inside its own facility.
03
Create a path to purchase
When purchasing interest develops, KMG connects the brand directly with the organization’s dietitian or decision-maker and helps move the opportunity from trial to purchase.
The Value Floor
Team purchases are the goal. If an organization does not purchase, the campaign still delivers clear market intelligence on product fit, barriers and the brand’s next commercial move.
Product Standards & Vetting
Every brand begins with Tony's Take.
Antonio “Tony” Castillo, MS, RD, LDN
Director of Nutrition Performance
- Former Team Dietitian for the Toronto Blue Jays
- Sports nutrition experience at the University of Florida
- B.S. Biology, B.A. Chemistry and M.S. Nutrition and Dietetics
- National speaker on athlete fueling and recovery
KMG’s required professional review
Built to earn trust before the product enters the room.
Tony’s Take is KMG’s product standards and vetting review for every brand entering the Health Brand Showcase. Whether a product carries a Nutrition Facts or Supplement Facts label, it is professionally reviewed before being presented to an NFL or NBA organization.
Tony’s formal nutrition education and team-side experience allow him to evaluate products through the lens of professional sports nutrition decision-makers. He understands what dietitians need to see, what concerns can keep a product out of a facility and how a qualified product should be positioned before it reaches the network.
What Tony reviews
- Nutrition Facts and Supplement Facts labels
- Ingredient profile and product integrity
- Product claims and intended use
- Certification status and facility eligibility
- Athlete relevance and professional sports use case
- Potential concerns and positioning needs
What happens next
Products that meet KMG’s standards move into staff-facing positioning and organization presentation.
If a product does not meet the standard, it does not enter the Showcase until the concerns have been addressed.
Every brand is reviewed.
Every product must meet the standard.
Nothing enters on hype alone.
Product Standards & Vetting
Every brand begins with Tony's Take.
Antonio “Tony” Castillo, MS, RD, LDN
Director of Nutrition Performance
- Former Team Dietitian for the Toronto Blue Jays
- Sports nutrition experience at the University of Florida
- B.S. Biology, B.A. Chemistry and M.S. Nutrition and Dietetics
- National speaker on athlete fueling and recovery
KMG’s required professional review
Built to earn trust before the product enters the room.
Tony’s Take is KMG’s product standards and vetting review for every brand entering the Health Brand Showcase. Whether a product carries a Nutrition Facts or Supplement Facts label, it is professionally reviewed before being presented to an NFL or NBA organization.
Tony’s formal nutrition education and team-side experience allow him to evaluate products through the lens of professional sports nutrition decision-makers. He understands what dietitians need to see, what concerns can keep a product out of a facility and how a qualified product should be positioned before it reaches the network.
What Tony reviews
- Nutrition Facts and Supplement Facts labels
- Ingredient profile and product integrity
- Product claims and intended use
- Certification status and facility eligibility
- Athlete relevance and professional sports use case
- Potential concerns and positioning needs
What happens next
Products that meet KMG’s standards move into staff-facing positioning and organization presentation.
If a product does not meet the standard, it does not enter the Showcase until the concerns have been addressed.
Every Brand Is Reviewed.
Every product must meet the standard.
Nothing enters on hype alone.
The KMG Process
Built to turn qualified trials into team purchases.
Four controlled stages create the path to a sale. When a purchase does not happen, the same process still delivers a clear professional market answer.
01
Tony's Take + Professional Fit Review
Qualify the opportunity
Every brand begins with Tony's Take. KMG reviews the product, label, ingredients, claims, certifications, inventory readiness and professional sports use case before it is presented to the organization network. Nutrition Facts and Supplement Facts products are both reviewed. The label type may change the depth and certification requirements, but no brand bypasses the vetting process.
Every brand reviewed • Nutrition Facts + Supplement Facts
1/4
The KMG Process
Built to turn qualified trials into team purchases.
Four controlled stages create the path to a sale. When a purchase does not happen, the same process still delivers a clear professional market answer.
01
Qualify the opportunity
Tony's Take + Professional Fit Review
Every brand begins with Tony's Take. KMG reviews the product, label, ingredients, claims, certifications, inventory readiness and professional sports use case before it is presented to the organization network. Nutrition Facts and Supplement Facts products are both reviewed. The label type may change the depth and certification requirements, but no brand bypasses the vetting process.
Every brand reviewed • Nutrition Facts + Supplement Facts
1/4
The KMG process
Built to turn qualified trials into team purchases.
Four controlled stages create the path to a sale. When a purchase does not happen, the same process still delivers a clear professional market answer.
Proof built into the campaign
Track every trial.
Capture every purchase opportunity.
Brands are not left wondering where product went, what was selected or what the professional market said.
Live Showcase dashboard
See the campaign
move in real time.
The dashboard provides a single source of truth for participating organizations, exact product and flavor selections, shipment status, trial progress and captured feedback.
Professional Sports Market Assessment
Capture the sales. Understand the rest of the market.
KMG captures direct purchase opportunities and turns the full trial window into a decision-ready read on product-market fit, purchasing signals, commercial barriers and the professional sports pathway ahead.
• Organization-level trial results
• Direct purchase opportunities
• Product and category signals
• Commercial barriers and opportunities
• Recommended next moves
When a team wants to buy
KMG Makes the Connection.
KMG connects the brand and organization decision-maker directly, helps move the conversation from trial to purchase and tracks the opportunity through the purchasing process.
Established Execution
Brands evaluated through KMG Showcase campaigns.
Since 2024, 25 health, hydration, fueling, recovery and wellness brands have secured trials inside professional sports organizations through KMG.
Each trial creates a real opportunity to earn a team purchase. Across the rest of the market, the Showcase surfaces fit, barriers and purchasing potential so the brand knows where to sell and what to do next.
4
Years
25
Brands
5
Health Categories
2027 campaign window
Built around the NFL offseason.
The campaign moves in a deliberate sequence so brands and organizations are prepared before the trial window begins.
01
Enroll +
Vet
Every brand begins with Tony's Take, professional fit review and staff-facing positioning.
02
Present +
Select
Organizations review the opportunity, opt in and choose products and flavors.
03
Fulfill +
Trial
Products ship, staff controls evaluation and the dashboard tracks progress.
04
Connect +
Assess
Interested organizations connect with the brand for purchase conversations, followed by the final Market Assessment.
Specific campaign dates and organization details are reviewed with qualified brands during the fit process.
Straight answers
What brands usually ask before entering the Showcase.
DOES EVERY ORGANIZATION TRIAL EVERY PRODUCT?
No. Each organization controls what enters its facility. Teams review the opportunity and opt in only when the product, category and use case fit their standards and current environment. That selectivity is what makes the signal meaningful.
DOES THE SHOWCASE GUARANTEE PURCHASING?
No. Purchasing remains entirely at the discretion of each organization, but team purchases are a real and intended outcome. The Showcase creates qualified access, structured evaluation and a direct path to a buying conversation when interest develops. Sales are the target. Market intelligence is the value floor.
WHAT IS TONY'S TAKE?
Tony's Take is KMG's required product standards and vetting review for every brand entering the Health Brand Showcase. Antonio "Tony" Castillo, MS, RD, LDN, reviews Nutrition Facts and Supplement Facts labels, ingredients, claims, certifications, athlete relevance and facility eligibility before a product is presented to the organization network.
WHAT CAN A BRAND SEE DURING THE CAMPAIGN?
The live dashboard provides visibility into participating organizations, exact products and flavors selected, fulfillment status, trial progress and feedback captured throughout the Showcase.
WHAT HAPPENS AFTER THE TRIAL WINDOW?
When an organization wants to purchase, KMG connects the brand directly with the relevant dietitian or team decision-maker and helps keep the conversation moving from trial to sale. KMG also organizes the full campaign results, purchasing signals, barriers and recommended next steps into the Professional Sports Market Assessment.
WHY DO CERTIFICATIONS AND INGREDIENTS MATTER?
Every brand goes through Tony's Take, including products with Nutrition Facts and Supplement Facts labels. Tony reviews ingredients, claims, certifications, athlete relevance and facility use before the product reaches KMG's network. Supplement Facts products often face additional third-party certification requirements, but every product must meet KMG's professional standards before it is presented.
Start with fit
Is your brand ready for the 2027 Showcase?
Tell us what you make, who it is for and what you want to accomplish inside professional sports. We will start with an honest fit conversation.
PREFER TO REACH OUT DIRECTLY?