BodyArmor Scores Big: NHL Sports Drink Sponsorship Secured Until 2029

In response to BioSteel's bankruptcy, the National Hockey League has solidified a long-term partnership with BodyArmor, lasting until the conclusion of the 2028-29 season.

This agreement encompasses various avenues of brand visibility, including team benches, locker rooms, training facilities, and branding on coolers, towels, and bottles during games.

The sponsorship deal, involving both the league and the NHL Players' Association, coincides with the onset of the Stanley Cup Playoffs.

Tom Gargiulo, the chief marketing officer of BodyArmor Sports Nutrition, revealed that initial discussions with the league commenced shortly after BioSteel filed for bankruptcy.

Gargiulo emphasized the significance of hockey and soccer in both the US and Canada, highlighting the upcoming FIFA World Cup as an exciting prospect for the brand.

With its existing sponsorships in Major League Soccer and US Soccer, BodyArmor boasts comprehensive ownership of the sports drink category.

Despite Gatorade being viewed as a natural fit due to PepsiCo's extended sponsorship agreement with the NHL, BodyArmor, owned by Coca-Cola, clinched the deal.

The brand's prior sponsorship of NHL star Conor McDavid and the Edmonton Oilers further bolstered its appeal to the league.

BodyArmor's expansion into Canada and its commitment to the emerging sports market in North America align with its overarching strategy.

The company's engagement with Major League Soccer and US Soccer, both previously sponsored by BioSteel, underscores its proactive approach to market penetration.

Kyle McMann, NHL senior vice-president of global business development, emphasized BodyArmor's alignment with the league's growth vision.

Alongside hydrating hockey players, BodyArmor will actively participate in fan engagement and youth initiatives, including the "Ice on Us" program offering free rink access.

Collaborative efforts between BodyArmor, the NHL, and the NHL Players' Association extend beyond sponsorship to content creation and media integrations.

The partnership aims to broaden hockey's appeal by focusing on engaging younger consumers and fostering the sport's development.

BodyArmor's multi-year partnership with the NHL signifies a strategic move to capitalize on the league's popularity and foster its growth trajectory.

By leveraging extensive branding opportunities and consumer initiatives, BodyArmor aims to reinforce its presence in the sports drink market while contributing to hockey's continued evolution.