Sophie Cunningham added Once Upon a Coconut to a growing endorsement portfolio on Monday, turning another off-court moment into a brand deal. The Indiana Fever guard revealed the partnership on Instagram with photos of herself posing alongside the company’s coconut water and a caption that read, “Sip happens, stay hydrated.”
The new agreement gives Cunningham a broader marketing role that includes advertising, retail promotions, digital campaigns, content, appearances and other national initiatives. It also adds to a list of existing deals that already includes Adidas, Arby’s, Marriott Bonvoy and European Wax Center, underscoring how quickly her name has become valuable beyond her box score.
That visibility has come even though Cunningham, 29, is not carrying the kind of counting stats usually attached to a marquee endorser. She is averaging 8.7 points, 2.4 rebounds and 1.2 assists this season, mostly in a reserve role. Still, brands have kept moving toward her, and Once Upon a Coconut framed her as a fit because of the edge she brings on the court and the personality she shows off it.
In the announcement, founder and CEO John Chiorando said Cunningham’s toughness, resiliency and authenticity made her an ideal match for the company. He said there was a toughness and resiliency to her, while also pointing to compassion and camaraderie, and added that her willingness to defend teammates while staying true to herself helped make her one of the most recognizable players on the roster. Cunningham backed up that appeal on her Instagram post, saying her favorite flavors were chocolate and pineapple, describing the chocolate drink as similar to chocolate milk and calling the pineapple option “fresh and clean.”
The deal lands as Indiana’s profile continues to rise. The Fever improved to 23-12 after a 95-91 overtime victory against the Atlanta Dream on Sunday, a game in which Cunningham, on her birthday, had three points, seven rebounds and one assist. Indiana’s five-game road trip continues Tuesday against the Toronto Tempo at 7 p.m. ET, and Cunningham’s latest brand move shows that her reach now stretches well beyond the floor.
