Celebrity Name: LiAngelo Ball (GELO)
Brand Name: Twix
Deal Type: Brand Ambassador
Announced: April 10, 2026
Impact: Boosts Twix’s visibility with younger, music‑driven audiences while cementing Ball’s transition from basketball prospect to cross‑platform entertainer and endorser
- LiAngelo Ball (GELO) has officially been named a brand ambassador for Twix, landing his first major snack/food brand deal.
- The partnership arrives off the momentum of Ball’s 2025 breakout single “Tweaker” (No. 29, Billboard Hot 100), a Def Jam deal reportedly worth up to $13M, and his debut album League of My Own.
- Twix has consistently tapped musicians and entertainers over traditional athletes, past partners include Nick Lachey, the Ying Yang Twins, and D Double E with Nella Rose.
- Ball’s commercial portfolio is expanding fast. The Twix deal follows a September 2025 equity and content partnership with Betr alongside Lonzo Ball, and a Don Julio-backed League of My Own album launch party in Los Angeles.
LiAngelo Ball, better known as GELO, is Twix’s newest brand ambassador, and the timing couldn’t be sharper. Ball’s journey from the G League to Lithuania to Mexico was the quiet prelude to one of music’s more unexpected breakout stories.
His 2025 single “Tweaker” hit No. 29 on the Billboard Hot 100, earned him a Def Jam deal reportedly worth up to $13M, and led to his debut album League of My Own, capped off by a Don Julio-sponsored launch party in LA.
He’s also stayed active on the business side with releases in 2026, including new single “AYE.” Off the music side, his and Lonzo Ball’s September 2025 equity and content deal with Betr showed he was already moving like a brand.
Twix, which has long favored entertainment-world talent: Nick Lachey for its Peanut Butter campaign, D Double E and Nella Rose for a 2024 holiday anthem, and the Ying Yang Twins for its 2025 Super Bowl activation, finds in Ball a rare crossover figure straddling sports culture, hip-hop, and Gen Z internet virality.
Just as FlaUjae Johnson’s partnership with e.l.f. Cosmetics showed how athlete-artists can anchor authentic brand campaigns, and Shaquille O’Neal’s Turkcell spot illustrated the enduring commercial pull of crossover sports personalities, Ball brings a comparable cultural electricity: just younger, and louder online.
Takeaways
Ball’s Twix deal is a signal worth paying attention to. Brands in the snack space have typically gravitated toward either mainstream pop stars or legacy athletes, Ball represents something different: a figure who went viral on the internet first, music second, and whose credibility comes almost entirely from cultural relevance rather than a résumé.
The fact that Twix, a brand with a track record of leaning into music and entertainment rather than pure sports, chose him says something about how they’re reading the room.
He also brings something increasingly valuable: a built-in narrative. The journey from UCLA dropout to Lithuania to the G League to a No. 29 Billboard hit is genuinely interesting content, and Twix is clearly betting that story has commercial mileage left.
Does Ball’s “underdog who went viral” story give Twix a more authentic entry point into Gen Z than a bigger, more polished celebrity would? Could this partnership evolve into a longer creative campaign, given how content-driven Ball’s brand already is?
