Sonny Baker, England cricket player & bone broth ambassador

I’m not sure how I winged this one three months in, but here it is, and I am SO proud of it.  B******s to luck.  This collab came about from listening and moving with instinct.  During the month I was having a Debbie downer, I googled ‘top farm shops in the UK’ and emailed/phoned them all.  Macknade Food Hall took me up and I went and did a tasting there a couple of weeks ago, and they are now stocking Asthi.  During the day a lady came up to tell me she had read a news article about a sports player drinking bone broth.  Half an hour later she was still stuck on her phone wondering around the shop trying to find the article, then just as she was leaving, she found it, turned around to tell me, I wrote his name down and forgot about it.  The next day, I followed him on Instagram and immediately he followed me back asking if I wanted to sponsor him and the rest is history.  Contracts are signed after chatting with his agent and here we are….

Sonny Baker, one of England’s most exciting fast bowlers and a genuine bone broth drinker is now a BRAND AMBASSADOR for Asthi.  I can’t believe how organically this happened and I couldn’t think of anyone more aligned to represent Asthi.  I’m in complete admiration of Sonny, who already makes his own bone broth, heats it up, and takes it with him to training and matches.  From day one, I’ve always believed that more athletes should be using bone broth as part of their routine, and Sonny is living proof of why. After battling several injuries, bone broth has played a role in supporting his recovery and now he’s bowling at a phenomenal 92mph.  Sonny is the epitome of an elite athlete with an incredibly exciting career ahead of him and I feel privileged that Asthi can play a small part in supporting him on that journey. As a start-up with big plans, this is such a pinch me moment.

There is a huge shift in sports sponsorship with players moving away from traditional brand support.  Over in the US the national field and track event has just partnered with a bone broth company.  We are behind, but that’s even better, so much to come.