From Pokémon to Hot Sauce: How Ed Sheeran Became a Brand Magnet

From sustainable fashion to gaming to sauces, Ed Sheeran has the face for it all, with the pop artist steadily becoming that dependable, friendly persona who can do more than just musical collaborations, but also draw in brands by the bucketful.

Any kind of brand endorsements are meant to be carefully navigated, so what we see Sheeran lending his support to are the ones that make the most sense to him and his team. Over the years that he’s released albums, Sheeran has also been a part of different brand journeys, from multinational mega corporations to smaller boutique labels as well. Here’s a rundown of just a few of the many brand campaigns and products that Sheeran has partnered with.

Pokémon

It’s no surprise to hear Ed Sheeran has a tattoo of the water-type Squirtle, but he went a step further and wrote a song called “Celestial” for the video games Pokémon Scarlet and Pokémon Violet. This was in November last year, whereas in late 2021, his song “Overpass Graffiti” from the album = was playing within the augmented reality game Pokémon GO. Sheeran attributed his connection with the Pokémon universe’s characters and storyline as a big reason to come aboard in writing a song for the games. He said in a statement, “Even though I’m 31 now, I still own the same Game Boy Color and play Pokémon Yellow or Silver on planes and trains when I’m on tour. It’s such an honor to add a song into a Pokémon game and shoot a nostalgic video too.”

Tingly Ted’s

Described on the Tingly Ted’s website as a “lifelong ketchup and hot sauce obsessive,” Sheeran launched his own brand of sauces. While the name certainly can draw anyone in to finding out more and trying to understand why Sheeran would launch a range of sauces, it’s also a collaboration with Kraft Heinz that hit stores earlier this year. Funnily enough, in 2019, the company called on Sheeran to create his own line of tomato ketchup, calling it “Edchup.” It pretty much says all you need to know about Sheeran’s affability.

Hoax Clothing

In 2017, Sheeran took his love for the clothes he wears one step further by investing in the company that  makes them. He became a famous investor in Hoax Clothing, which originates in the same district where he grew up – Suffolk. The move came after years of wearing Hoax’s street and skate-inspired clothing – including the plaid shirts – on the regular. The company’s Jason Carter said in a statement about getting a leg-up from Sheeran, “Ed is a great supporter of local businesses.”

Lucy & Yak

Speaking of sartorial choices, Sheeran made another one when he partnered with eco-conscious and gender-neutral clothing brand Lucy & Yak in 2022. With the announcement came the launch of a limited-edition collection that leaned into the artwork of Sheeran’s album = (Equals). The artist’s own love for the brand’s dungarees came out with a specially designed pair in the collection, which also includes hoodies, T-shirts and bucket hats, among other items.

Swiggy

In May this year to promote the release of – (Subtract), Indian delivery platform Swiggy had a nod to Sheeran’s music video for “Eyes Closed,” which prominently featured a big blue monster. Seeding interest in the singer’s new music and the motifs surrounding his work, a #SadBlueMonster was appearing as the delivery icon on the Swiggy app for users. In their promotional campaign, Swiggy tweeted a still from the “Eyes Closed” video and asked, “what’s Ed Sheeran eating here? wrong answers only.” The pop artist jumped into the conversation, with a very on-brand response of his own.