The NHL has revealed a partnership with BioSteel Sports Nutrition Inc which names the company the official hydration partner of both the league and the NHLPA.
Debuting during the 2022 NHL Draft in Montreal, where BioSteel is a presenting sponsor of national coverage across Rogers Sportsnet in Canada, the deal will provide BioSteel with League-wide rinkside marketing and product supply rights, retail activation rights, community engagement platforms, player marketing and activation rights.
This marks the sports hydration company’s first partnership with a league, and will give players access to the drink during every NHL game in North America.
“We are thrilled to announce our new long-term partnership with BioSteel – an authentic brand that was born in the locker room, built by and for hockey players,” stated Keith Wachtel, NHL Chief Business Officer and Senior Executive Vice President.
“BioSteel is an extremely motivated and engaged partner who is going to bring our sport to fans through their distribution channels like never before.
“This landmark deal includes a commitment to execute against extensive retail activations and through all the League’s media platforms, and as such, the NHL, our players and our fans are going to benefit significantly from this partnership.”
Additionally, BioSteel will have a year-round platform to activate brand programming with NHL marks, logos, teams and players, including at the NHL Scouting Combine and NHL Draft, which includes a new BioSteel-sponsored Prospects Portal.
BioSteel will also be a presenting partner of a marquee NHL social platform and as a part of its continued efforts to hydrate the next generation, BioSteel will also be the presenting partner of the Hobey Baker Memorial Award.
“Hockey has been an integral part of the BioSteel brand since day one, when we set out to offer a cleaner, healthier hydration product for both myself and athletes everywhere,” added Michael Cammalleri, NHL Veteran and Co-Founder and Co-CEO of BioSteel.
“To see this brand become the Official Hydration Partner of the NHL is truly a full circle moment, and we’re so proud to partner with the League and the Players’ Association to support players’ hydration both on and off the ice and to introduce a new generation of fans to our brand and products.”
