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M&A / Property

Cizzle Brands' Cwench, pasta finds home in USA Lacrosse

By The Northwire Desk — AI Analysis Jan 14, 2026 · 17:15 CZZL · 0.41 Cizzle Brands Corp
CZZL · Price

Executive Summary

  • Cizzle Brands Corp. has entered into an agreement with USA Lacrosse to make Cwench Hydration the exclusive official sports drink of USA Lacrosse and the U.S. national teams.
  • The agreement also designates HappiEats Sport Pasta as the exclusive official fortified pasta of the organization.
  • This partnership marks a continuation of Cizzle's expansion into high-growth sports communities, following similar partnerships with USA Hockey and various state hockey associations in 2025.

Key Details

  • Parties Involved: Cizzle Brands Corp. (via its brand Cwench Hydration and HappiEats) and USA Lacrosse (the governing body for lacrosse in the United States).
  • Agreement Terms:
    • Cwench Hydration is the exclusive official sports drink of USA Lacrosse and the U.S. national teams.
    • HappiEats Sport Pasta is the exclusive official fortified pasta of the organization.
  • Scope of Access: The agreement provides integrated access to USA Lacrosse's ecosystem, including national team programs, youth development initiatives, grassroots events, digital platforms, and member communities.
  • Strategic Goals: The partnership aims to strengthen brand credibility, expand direct-to-consumer and team-based sales channels, and reinforce Cwench's positioning as a hydration solution for serious athletes.
  • Timeline: The partnership officially commenced on January 1, 2026, with marketing, event activations, and product integration rolling out throughout the year.
  • Recent Context: This follows previous partnerships announced in April 2025 (USA Hockey) and May 2025 (Massachusetts Hockey, Minnesota Hockey, and Michigan Amateur Hockey Association).

Notable Quotes

  • John Celenza, Founder and CEO, Cizzle Brands: "From a business standpoint, this partnership puts Cwench at the centre of one of the most passionate, family-driven and performance-oriented sports communities in North America... It's about being present at practices, tournaments and development programs where lifelong brand relationships are formed."
  • Will Blake, Vice-President, Corporate Partnerships, USA Lacrosse: "This partnership with Cwench represents where we believe sports partnerships are headed -- less about logos, more about impact... It's a modern, performance-driven collaboration that aligns perfectly with how we're evolving the USA Lacrosse commercial model."
Read the original news release →

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