The NHL announced a multiyear agreement with Bodyarmor to be the league’s official sports drink. This partnership comes after BioSteel filed for bankruptcy last year, leading to Bodyarmor taking over as the NHL’s sports drink sponsor. Three-time league MVP Connor McDavid also signed on with Bodyarmor after previously being associated with BioSteel.
McDavid’s transition to Bodyarmor was announced after he became just the fourth player to record 100 assists in a single season. This endorsement deal with the sports drink reflects the growing popularity and success of both McDavid and Bodyarmor in the sports industry.
The NHL is on track to set another revenue record of roughly $6.2 billion. The league also announced a new single-season attendance record of over 22.5 million fans in arenas. This demonstrates the continued growth and success of the NHL as a premier professional sports league.
Bodyarmor’s Chief Marketing Officer, Tom Gargiulo, praised the NHL fanbase for their exclusivity to the sport and their unmatched passion and dedication to hockey. Gargiulo highlighted the NHL fans as some of the most passionate and avid supporters among all professional sports. This partnership between Bodyarmor and the NHL is a testament to the strong connection between the brand and the league’s fervent fanbase.