Hoffman Bikes UK pro team member and X Games Los Angeles BMX Park invite Ben Hennon has a new endorsement deal that shirks the energy drink trends of the past several years. Instead of amping up on caffeine and sugar, Hennon has chosen to endorse an Australian brand of malted hops and barley under the Bondi Beer name.
That's correct. Ben Hennon has a beer sponsor, making him perhaps the first BMX professional to land a beer sponsor.
According to Bondi Beer, Hennon, 26, is "one of the UK's most prolific professionals in action sports, bringing a unique approach and individual style to his discipline." Bondi went on to add that Hennon, along with fellow Bondi Beer ambassador, skateboarder Ben Grove, "dominate the scene with regular coverage, NBD's (never been done's) and generally tearing up the environment."
Hennon made his first X Games appearance earlier this summer at X Games Los Angeles, placing 20th overall in qualifying. Hennon's additional sponsors include Hoffman Bikes and Vans. Hennon was issued a signature model frame from Hoffman Bikes dubbed the Lady Luck and continues to endorse the frame for Hoffman.
Bondi Beer is an Australian beer brand named for the Bondi Beach in Sydney, Australia. The brand has also started to feature full-page ads of Hennon riding the Seventies Warehouse in Ride UK BMX Magazine.
Aside from the addition of brands such as Keystone Light to BMX Freestyle events in the late '90s, beer sponsorships within BMX have largely been non-existent before Hennon's deal.
