Why Sports Stars are the Faces of Logistics and Procurement

Logistics and procurement specialists often choose sportspeople as brand ambassadors because they embody values that resonate strongly with the industry.

Athletes represent performance, reliability and discipline – qualities that mirror the precision and consistency required in supply chains. Their global reach helps companies connect with diverse markets, while their public recognition makes technical industries more relatable.

Sporting figures also reinforce sponsorship ties with major events, support employer branding and symbolise teamwork and resilience, all of which are crucial in logistics.

By aligning themselves with athletes, companies position their brands as dynamic, trusted and high-performing in a highly-competitive sector.

Lionel Messi and J&T Express

Anyone seeking proof of sport's blossoming relationship with logistics need look no further than J&T Express, which counts Lionel Messi – perhaps the most famous athlete in the world – as its Global Brand Ambassador.

Announcing the partnership back in 2022, J&T said Messi's "fast manoeuvrability" and "superior ability to fly high in all challenges" reflected its own characteristics. 

The eight-time Ballon d'Or winner was credited as saying: "J&T Express has made extraordinary achievements since its launch. We share a lot in common in our passion and determination to never stop getting better.

"Just as the sport of football unites millions of people around the world, J&T Express strives to develop logistics solutions to connect its customers to the world. I hope to be part of this journey."

Tommy Fleetwood and DP World

Elsewhere in logistics, DP World confirmed in 2024 it had signed up golfing superstar Tommy Fleetwood as its Global Ambassador.

Fleetwood, a two-time Ryder Cup champion with Team Europe, called it "an honour" to continue growing his relationship with the world leader in end-to-end supply chain solutions.

Their partnership stretches back to 2022, when the DP World Golf Performance Centre at Jumeirah Golf Estates in Dubai was opened, becoming the region's first-ever Tommy Fleetwood Academy. 

"The work we have done together has made significant strides in the game we all love and I'm excited for what lies ahead," added Fleetwood. 

"DP World is a forward-thinking, innovative company that continues to invest in golf's development, and anyone who knows me knows how close growing the game is to my heart."

Akshay Bhatia and Coupa

Staying with golf but shifting to the procurement realm, Coupa brought Akshay Bhatia – one of the sport's rising stars – on board as a global brand ambassador last year.

Bhatia is charged with building awareness for Coupa’s leading total spend management platform, enabling it to reach new markets and audiences and bringing "excitement and energy" to the global Coupa community.

Coupa’s leading network spans more than ten million buyers and suppliers that optimise purchasing using Coupa’s trusted, AI-driven platform. Its global customer base includes 3,000 of the world’s leading brands that leverage the company’s vast network and data to optimise business spend.

“We are thrilled to welcome Akshay Bhatia to the Coupa community as global brand ambassador,” said Kevin Iaquinto, Chief Marketing Officer at Coupa, back in November. 

"Akshay’s passion and intensity, relentless focus on success and will to win embodies Coupa’s own values. He’s one of the clear rising stars on the PGA Tour and we’re looking forward to partnering to build awareness for Coupa’s solutions and sharing in our mutual success together in the years ahead."

Shaq Moore and GEODIS

GEODIS, another world leader in transport and logistics, has an ongoing US brand ambassador deal with FC Dallas defender Shaq Moore. 

“Shaq is a rising star in both MLS and Team USA," said Matthew Kolton, Senior Vice President of Marketing, Communications, and Sales Performance at GEODIS in Americas, after the ambassadorship was unveiled.

"Introducing him as GEODIS’ first US brand ambassador is a natural fit based on our shared values. We have the same passion ambition, and commitment to being the best in our respective fields."

GEODIS also sponsors the stadium of Moore's previous employers, Nashville SC.