Celebrity Name: Tom Brady
Brand Name: SharkNinja
Deal Type: Global Brand Ambassadorship — Campaign Activation
Announced: April 6, 2026
Impact: Expected to boost SharkNinja’s outdoor category sales and reinforce Ninja as a go‑to name for premium backyard cooking and entertaining, while further cementing Brady as a lifestyle and culinary‑adjacent endorser in his post‑NFL era
- SharkNinja and Tom Brady launched the “Tom Upgrady” campaign on April 6, 2026, aimed at helping families make better use of their outdoor spaces ahead of summer.
- To kick off the campaign, Brady surprised families across the greater Boston area, personally outfitting their backyards with products from Ninja’s outdoor portfolio, and each family received a surprise FaceTime call from Brady as the “Tom Upgrady” van pulled up.
- Featured products include the Ninja FlexFlame Outdoor Cooking System, Fireside360 Outdoor Heater & Firepit, FrostVault Cooler, and the Woodfire Pro Connect Outdoor Grill & Smoker.
- The campaign runs all summer long, with Ninja inviting fans to share their backyard setups by tagging @NinjaKitchen and using #TomUpgrady for a chance to receive the “MVP treatment.”
Tom Brady is bringing championship energy to the backyard this summer. SharkNinja officially launched its “Tom Upgrady” campaign on April 6, 2026, in partnership with the seven-time Super Bowl champion, who serves as the brand’s global ambassador.
To kick off the campaign, Brady surprised families across the greater Boston area, personally outfitting their backyards with Ninja’s outdoor product lineup, with each family receiving a surprise FaceTime call from Brady as the “Tom Upgrady” van arrived at their door.
The campaign was designed to reimagine how families use and enjoy their outdoor spaces, and runs all summer with fans invited to tag @NinjaKitchen and use #TomUpgrady for a chance to receive the “MVP treatment.”
Featured products include the Ninja FlexFlame Outdoor Cooking System, Fireside360 Outdoor Heater & Firepit, FrostVault Cooler, and the Woodfire Pro Connect Outdoor Grill & Smoker.
This campaign is the latest chapter of Brady’s multi-year global ambassadorship with SharkNinja, which first launched in October 2025 with a playful Ninja CRISPi PRO campaign built around his viral Netflix roast.
The partnership extends beyond marketing. Brady works behind the scenes infusing his championship performance principles across SharkNinja’s global team and joins forces on philanthropic engagements.
SharkNinja has previously partnered with celebrities including Kevin Hart and David Beckham as part of its strategy of pairing products with high-profile names.
Beyond SharkNinja, Brady has been on an endorsement spree since retiring, much like Travis Kelce, who was named Global Brand Ambassador for Tommy Hilfiger in a high-profile lifestyle partnership.
Brady recently partnered with chocolate maker Ferrero in a campaign tied to the 2026 World Cup. Brady also appeared in Super Bowl ads for Pizza Hut and Dunkin’ Donuts in 2026.
Takeaways
Brady and SharkNinja are proving that sports star endorsements work best when they feel earned. Brady isn’t just slapping his name on a product, he’s knocking on real doors, showing up in real backyards, and FaceTiming surprised families.
For SharkNinja, tapping into the “outdoor living gap,” where millions of Americans have backyards they barely use, is savvy positioning ahead of the summer grilling season.
And for Brady, who has become one of the busiest endorsers in sports retirement (SharkNinja, Ferrero, Pizza Hut, Dunkin’), the through-line is clear: he’s building a post-NFL brand rooted in everyday life, not just trophies.
Does seeing a seven-time Super Bowl champion surprise families in their backyards make SharkNinja’s products feel more premium or more accessible? Is Brady’s post‑NFL brand strategy strengthening or diluting his legacy in your eyes?
