BioSteel signs sponsorship deal with NHL
BioSteel Sports Nutrition has signed an agreement to become the official hydration sponsor of the National Hockey League and the NHL Players’ Association. The multi-year agreement will begin during the 2022 NHL Draft in Montreal, of which BioSteel will be a presenting sponsor of the coverage on Rogers Sportsnet in Canada. The sponsorship will provide BioSteel with rinkside marketing, product supply rights, retail activation rights, community engagement initiatives and player marketing. According to the company, this is the first time the league has signed a sports hydration sponsor.
“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,” said Michael Cammalleri, co-CEO of BioSteel. “To see this brand become the official hydration partner of the NHL is 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.”