NHL Adds Newest Sponsorship Deal With Sports Hydration Company
Photo credit: Hockey of Tomorrow
The NHL is constantly finding new ways to generate revenue for the league, including sponsorship deals. It now seems that the league has found a new hydration sponsor after BioSteel went bankrupt.
It came out earlier this season that the NHL was losing its sponsorship deal with BioSteel due to the company's ongoing bankruptcy. The loss would have left a void in the league's sponsor program as currently, every NHL team's bench is littered with BioSteel merchandise and advertisements. Luckily, it seems as though the league has been able to find a replacement quickly as another Canadian sports beverage company looks to fill the gap. The NHL was generating 13.5 million dollars a season under their previous deal with BioSteel.
NHL is in talks with other sports drinks companies to replace BioSteel (who filed for bankruptcy and were sold to Dan Crosby earlier this month), per
@TheFourthPeriod.
Body Armor, which hits the Canadian market in January, is among the brands in talks.
BioSteel was paying the NHL around $13.5 million per year.
@TheFourthPeriod.
Body Armor, which hits the Canadian market in January, is among the brands in talks.
BioSteel was paying the NHL around $13.5 million per year.
Today, NHL insider David Pagnotta confirmed that Body Armor will be the new sponsor. Somewhat surprisingly though, the deal will start at the beginning of the playoffs, effectively making the change mid-season.
🚨@DrinkBODYARMOR is the new official Sports Drink of the NHL & NHLPA, effective the start of the 2024 NHL Stanley Cup Playoffs, replacing BioSteel. The deal runs thru the 2028-29 season.
Branding on benches, boards, penalty boxes, etc., will begin in the playoffs this month.
Branding on benches, boards, penalty boxes, etc., will begin in the playoffs this month.
Interestingly, while the NHL is set to introduce the new sponsor later this month, some NHL players have already taken that step. Oilers superstar and face of the NHL Connor McDavid already signed a personal sponsorship deal with Body Armor earlier this season. Hopefully, the new deal will be more than enough to make for the losses the league would have felt without a hydration sponsor. We likely will not know for sure until the 2025 offseason when this new sponsorship deal could have a visible impact on the salary cap.
Source BladeofSteel: NHL lands replacement hydration partner
| POLL | ||
1 AVRIL | 97 ANSWERS NHL Adds Newest Sponsorship Deal With Sports Hydration Company Do you think this new sponsorship deal will significantly impact the NHL salary cap in the next few years? | ||
| Yes | 53 | 54.6 % |
| No | 44 | 45.4 % |
| LIST OF POLLS | ||
Latest 10 stories
