By Jim Utter
Director of Journalism
Wisconsin-based Mr. Splash Car Wash has entered into a strategic partnership with three current and former standout players in the NBA.
Collectively known as “The Squad,” NBA standouts Giannis Antetokounmpo, Thansis Antetokounpo and Michael Carter-Williams have invested in the car wash company and signed a Name, Image and Likeness (NIL) agreement in an effort to help Mr. Splash expand throughout the Midwest.
Giannis Antekokounmpo currently stars for the NBA’s Milwaukee Bucks, while both Thanasis Antekokounmpo and Williams are former players for the team. Giannis was the MVP of the NBA Finals in 2021 and a two-time NBA Most Valuable Player (2019, 2020).
This collaboration builds on the December 2024 announcement that Argosy Private Equity had purchased the six Mr. Splash sites in central Wisconsin.
As part of the agreement, “The Splash Squad” will participate in promotional efforts, including appearances at site openings, charity events, and social media engagement.
Giannis Antetokounmpo, who has spent his entire NBA career in Wisconsin, is a natural fit to represent Mr. Splash’s growth in the state.
“We’re not just investing in a brand – we’re investing in people,” Giannis Antetokounmpo said in a statement. “Mr. Splash has a strong foundation, and we’re excited to grow that impact across the communities that mean so much to us.”
As this partnership grows, so does the shared commitment to the people and communities served by Mr. Splash.
To celebrate, Mr. Splash Unlimited Members will have opportunities to win signed memorabilia and tickets to see Giannis and the Milwaukee Bucks.
“Giannis, Thanasis, and Michael bring more than star power. They bring values that align with our mission of delivering exceptional service with community at the core,” said Jeff Joos, CEO of Mr. Splash.
“We’re excited to team up and expand our reach in a fun, authentic way.”
“The Splash Squad’s” involvement reflects a unique blend of business and brand alignment. The company believes the athletes’ engagement will enhance visibility, strengthen local ties, and drive expansion in Wisconsin markets.
Mr. Splash was founded in 2019 and currently operates six locations across Dan and Rock counties in Wisconsin and has two additional sites opening by the end of the year.
Argosy Private Equity, founded in 1990, is a lower middle market private equity firm dedicated to growing and professionalizing U.S. manufacturing and business services companies, often family or founder owned.
Giannis Antetokounmpo #34 of the Milwaukee Bucks in action against the New York Knicks during their game at Madison Square Garden on Nov. 10, 2021 in New York City. (Photo by AL BELLO / GETTY IMAGES NORTH AMERICA / Getty Images via AFP)
