NHL announces new major partnership with popular beverage

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Tom Banks
April 2, 2024 (5:59 PM)

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After a short stint with BioSteel as the official hydration partner of the NHL, their bankruptcy has led to an intriguing new partnership.

The NHL has undergone many changes in recent years, and with former hydration partner BioSteel declaring bankruptcy, they have now announced a new partner in the form of BodyArmor.

It has been rumoured for some time now, especially with the acquisition of former BioSteel representative Connor McDavid, but on Monday, David Pagnotta of The Fourth Period revealed that the partnership will take place almost immediately, with branding to start as soon as the 2024 Stanley Cup Playoffs.

🚨@DrinkBODYARMOR is the new official Sports Drink of the NHL & NHLPA, effective the start of the 2024 NHL Stanley Cup Playoffs, replacing BioSteel. The deal runs thru the 2028-29 season.

Branding on benches, boards, penalty boxes, etc., will begin in the playoffs this month.

With many fans criticizing the NHL's partnership with Fanatics rather than a more traditional and respected hockey brand, the last thing they needed was an issue with yet another major partner. Thankfully, things came together quickly for the NHL and BodyArmor, and with all of the issues surrounding BioSteel, the league has now successfully distanced themselves from that.

Now, the league can move forward into the 2024 Stanley Cup Playoffs with one less distraction, as all the attention should be on the players on the ice, and while many are upset with the situation surrounding BioSteel, BodyArmor are the perfect brand to partner with the NHL going forward, as they will be together until 2028-29.