Smash GC, the LIV Golf team led by Brooks Koepka, has secured a new partnership with JUST Water, a company founded by actor Jaden Smith, for the 2025 season. The collaboration, initiated by Koepka in his role as General Manager, alongside Commercial Sales Director Brian Thompson and JUST CEO Will Holsworth, marks the brand's first venture into sports sponsorship.
As Smash GC’s official hydration partner, JUST Water will provide its products to players during the upcoming LIV season. Additionally, the brand will be prominently featured within the team’s hospitality areas at 2025 events. Holsworth highlighted JUST Water’s presence in over 5,000 U.S. grocery stores, including Target, underscoring the brand’s growing market reach.
Financial details of the deal remain undisclosed, but the agreement extends at least through the 2025 season. Thompson, who also serves as CEO of the Locker Room investment fund involving Koepka, acknowledged the uncertainty surrounding future seasons due to ongoing negotiations between the Saudi PIF and the PGA Tour. "We’re being transparent with brands about what we know and what we don’t beyond 2025," he explained.
Despite the uncertainty, Holsworth expressed optimism: "We’re committed to a sustainable partnership with Smash and hope to continue for as long as possible."
Smash GC operates with a unique structure, with Koepka serving as the only player-manager in the league. The team also includes Thompson, Director of Operations Dan Gambill, and Brand Marketing Manager Taylor Stern. This partnership reflects LIV Golf’s emphasis on integrating innovative branding and team management strategies.