Frazil, which bills itself as the largest slush brand in the United States, has struck a sponsorship agreement with the Frisco RoughRiders, the Double-A Texas Rangers affiliate based in Frisco, Texas, becoming the club's official slush for the 2026 season. The deal places Frazil product at Riders Field for the duration of the campaign.
Financial terms were not disclosed. The agreement follows a pattern of venue-level exclusivity deals that frozen and cold-beverage brands have increasingly pursued as stadium and ballpark operators seek differentiated concession offerings to drive per-cap spending. Frazil's core distribution has historically been concentrated in convenience-store channels, making sports venues a strategically distinct expansion lane.
Products available at Riders Field will include Blue Razzmatazz, Tiger's Blood, and Green Apple — flavors already carried across Frazil's Texas convenience-store network. The company, headquartered in Salt Lake City, frames the RoughRiders partnership as an extension of its existing regional brand presence rather than a cold-start market entry, noting that Frazil is already a recognised name in Texas retail.
The move reflects a broader trend in the frozen and specialty beverage segment, where mid-tier brands are leveraging minor-league sports venues as cost-efficient alternatives to major-league stadium deals. Sponsorship costs at Double-A and Triple-A facilities are substantially lower than MLB counterparts while still offering season-long brand exposure to cumulative attendance figures that frequently exceed 400,000 per club per season in higher-traffic markets.
Frazil's venue strategy also intersects with the food-and-beverage concessions sector's ongoing investment in frozen and chilled non-alcoholic options, driven by consumer demand for alcohol-alternative refreshment, particularly in family-oriented minor-league settings. The RoughRiders drew more than 500,000 fans in recent full seasons, according to Minor League Baseball attendance data.
Salt Lake City-based Frazil did not provide guidance on the number of venue partnerships it is targeting for 2026 or disclose aggregate revenue from its sports and entertainment channel.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
