BioSteel and the National Hockey League are entering a multiyear partnership that includes the sports drink being named the Official Hydration Partner of the NHL and the National Hockey League Players’ Association.
The deal begins during the 2022 NHL Draft in Montreal, where BioSteel is a presenting sponsor of national coverage across Rogers Sportsnet in Canada.
BioSteel is planning league-wide rinkside marketing and product supply rights, retail activation rights, community engagement platforms, player marketing and activation rights.
The brand will also be the presenting partner of the Hobey Baker Memorial Award, given to the top NCAA men’s ice hockey player in the nation.
BioSteel will also be a presenting partner of a marquee NHL social platform to be announced at a later date, per the NHL.
The deal is BioSteel’s first partnership with a sports league.
The brand actually was born in an NHL locker room in 2009 when retired NHL player, Michael Cammalleri and his business partner John Celenza, a former NHLPA intern, set out to offer a “better-for-you” hydration option for athletes.
The zero-sugar formula features electrolytes and no artificial flavors or preservatives. It is regularly found in athletes’ lockers throughout North America, including many in the NHL, according to the company.
Beginning in the 2022-23 NHL regular season, fans will see NHL players hydrating with BioSteel during every NHL game in North America. BioSteel products will be featured on each bench, penalty box and goal net.
The company also 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. A new BioSteel-sponsored Prospects Portal on NHL.com will aggregate content, including NHL Central Scouting’s rankings, player reports, NHL Scouting Combine statistics and results, and interviews about potential future NHL players.