NHL’s new official hydration partner signs multi-year team partnership with Anaheim Ducks, Carolina HurricanesChicago Blackhawks, Columbus Blue Jackets, Pittsburgh Penguins and Tampa Bay Lightning
NEW YORK, January 11, 2023 /PRNewswire/ – BioSteel Sports Nutrition Inc. (“BioSteel”) today announced a series of multi-year partnerships that expand its growing presence in the National Hockey League (NHL).®) and brand name as the new official sports hydration partner of six franchises: Anaheim Ducks, Carolina HurricanesChicago Blackhawks, Columbus Blue Jackets, Pittsburgh Penguins and Tampa Bay Lightning.
Each team is organizing custom activations this season to enhance and highlight the brand’s mission of providing superior hydration to athletes and consumers worldwide. Activations include BioSteel-driven promotions and point-of-sale displays at local retailers, sampling opportunities, arena branding, social media promotions and more. Promotional launch opportunities include custom activations to align with the product’s BioSteel sports hydration features, such as zero sugar and five essential electrolytes, with exact details and availability varying by market.
Earlier this year, BioSteel became the official hydration partner of the NHL and the National Hockey League Players Association (NHLPA) in a full-circle moment for a brand born in the NHL locker room. Through an agreement with the League, BioSteel secured in-rink marketing and merchandising rights for all benches and locker rooms, the right to use NHL logos, insignia and teams nationally, as well as player marketing and activation rights through the NHLPA. With these six new franchise sponsorships, BioSteel enhances its marketing activation rights in each respective local market, including the use of individual team logos on point-of-sale displays at local retailers and additional touch points for fans in arenas and surrounding venues. community.
“BioSteel has been deeply rooted in the hockey community since its inception, and when we secured the NHL contract last summer, we knew we wanted to deepen our connection with hockey fans through local partnerships and activations,” he said. Michael Cammalleri, co-founder of BioSteel and NHL veteran. “Through each of these new team deals, we are thrilled to have the opportunity to tell our story and introduce our premium hydration products to each of these franchise communities.”
“We are thrilled to be working with BioSteel as the official hydration partner of the Anaheim Ducks. BioSteel will be available throughout the team’s facilities, providing access to superior hydration at all times,” he said. Graham Siderius, Ducks vice president of corporate partnerships. “The Ducks’ partnership with BioSteel also provides access to sugar-free hydration for all athletes participating in developmental programs at Rinks facilities across the country. Southern Californiaincluding Lady Ducks and Junior Ducks.”
“We are excited to partner with BioSteel and have their premium products hydrate our players this season,” said Hurricanes President and General Manager, Don Waddell. “Our players are thrilled to drink BioSteel to get the electrolytes they need to compete at the highest level.”
“We are delighted to welcome BioSteel as our official hydration partner,” he said Jaime Faulkner, president of business operations at the Chicago Blackhawks. “BioSteel is a brand deeply embedded in the hockey community and we look forward to working closely with them to offer fans and members of our community the opportunity to enjoy the same product our players will use to stay hydrated throughout the season.”
“Our team, organization and front office are passionate about being able to perform at the highest level,” he said Ryan Shirk, vice president of corporate partnerships for the Columbus Blue Jackets. “We are thrilled to welcome BioSteel to the Blue Jackets family as an official partner to help educate the next generation of athletes on the importance of premium sugar-free sports hydration.”
“The Penguins are proud to partner with BioSteel,” said Penguins Senior Vice President of Affiliate Sales, Jack Tipton. “BioSteel will be featured inside the locker room, on the benches and throughout PPG Paints Arena. Fans in attendance will be able to purchase the same on-court ready-to-drink products that hydrate our players on the ice.”
“The Lightning are very excited to welcome BioSteel to the VSG family this season and beyond as official partners,” said Vice President of Partnerships Vinik Sports Group, Sherry Anderson. “We look forward to having their sugar-free products at AMALIE Arena and throughout Tampa Bay, hydrating our players and Bolts Nation.”
Founded in 2009 by Cammalleri and a business partner John Celenza, BioSteel has gained a reputation as the hydration product of choice for athletes and consumers. The brand is dedicated to using premium ingredients to support the delivery of essential electrolytes to aid physical activity. Each electrolyte-packed sports hydration drink comes in an eco-friendly 16.7 fl oz Tetra Pak package, and the flavor range includes Blue Raspberry, Mixed Berry, Peach Mango, Rainbow Twist and White Freezer to keep consumers hydrated all season long. day.
BioSteel products are available worldwide from select retail partners or direct to consumers online at www.biosteel.com.
About BioSteel
BioSteel is a North American beverage brand dedicated to providing superior quality Clean. Healthy. Hydration.™ consumers and athletes around the world. Each BioSteel ready-to-drink sports drink is sugar-free and comes in eco-friendly Tetra Pak packaging filled with premium ingredients, natural flavors and electrolytes needed to support physical activity. Perfect for everyone from health and environmentally conscious consumers to elite athletes, BioSteel hydration products are currently available across North Americaglobally with select retail partners and direct to consumers online via www.biosteel.com.
About the NHL
National Hockey League (NHL®), founded in 1917, consists of 32 member clubs. Each team roster reflects the league’s international makeup with players from more than 20 countries, all competing for the most prized and historic trophy in professional sports – the Stanley Cup®. Each year, the NHL entertains more than 670 million fans in the arena and through its national television and radio partners; more than 191 million followers – league, team and player accounts combined – on Facebook, Twitter, Instagram, Snapchat, TikTok and YouTube; and more than 100 million fans online at NHL.com. The league broadcasts games in more than 160 countries and territories through its rights holders, including ESPN, Turner Sports and NHL NetworkMC in the US; Sportsnet and TVA Sports in Canada; Viaplay in the Nordic region; and CCTV and Tencent in China; and reaches fans around the world with games available to stream in every country. Fans are engaged with the League’s digital assets on mobile devices through NHL Free® application; on nine social media platforms; on SiriusXM NHL Network Radio™; and on NHL.com, available in eight languages and offering unprecedented access to player and team statistics, as well as every regular season and playoff score dating back to the League’s inception, powered by SAP. NHL Original Productions and NHL Studios produce compelling original programming that includes unprecedented access to league and team players, coaches and personnel for distribution across the NHL’s social and digital platforms.
The NHL is committed to building healthy and vibrant communities by using hockey to celebrate fans of all races, colors, religions, national origins, gender identities, ages, sexual orientations and socioeconomic statuses. The NHL Hockey Is For Everyone™ initiative affirms that the sport’s official policy is inclusion on the ice, in locker rooms, meeting rooms and stands. The NHL is expanding access and opportunity for people of all backgrounds and abilities to play hockey, fostering more inclusive environments and growing the game through a greater diversity of participants. To date, the NHL has invested more than 100 million dollars in youth and grassroots hockey programs, with the obligation to invest additional 5 million dollars for diversity and inclusion programs over the next year.
About the National Hockey League Players Association
The National Hockey League Players Association, founded in 1967, is a labor organization whose members are National Hockey League players. The NHLPA works on behalf of the players in various disciplines such as labor relations, product licensing, marketing, international hockey and community relations, all in order to further its efforts to promote its members and hockey. In 1999, the NHLPA Goals & Dreams Fund was started as a way for players to give back to the game they love. Over the past 23 years, more than 80,000 deserving children in 34 countries have benefited from player donations of hockey equipment. NHLPA Goals & Dreams has donated more than 25 million dollars to grassroots hockey programs, making it the largest program of its kind. For more information on the NHLPA, visit www.nhlpa.com.
NHL and NHL Shield are registered trademarks of the National Hockey League. The NHL and NHL team marks are the property of the NHL and its teams. © NHL 2023. All rights reserved.
The NHLPA, the National Hockey League Players’ Association and the NHLPA logo are registered trademarks of the NHLPA and are used under license. © NHLPA. All rights reserved.
BioSteel media contact
Rachel Spraker
Senior Manager, Brand Communications
[email protected]
SOURCE BioSteel Sports Nutrition Inc.
