Bodyarmor, an athletic drink brand, announced a multiyear agreement with the NHL on Tuesday to become the league’s official sports drink. The NHL had previously partnered with BioSteel, but that partnership ended when BioSteel filed for bankruptcy last year. Bodyarmor took over as the new official sports drink of the NHL after the partnership with BioSteel ended.
Three-time league MVP Connor McDavid recently signed on with Bodyarmor after previously being associated with BioSteel. McDavid made history by becoming just the fourth player to record 100 assists in a single season.
The NHL continues to set records, with an expected revenue of around $6.2 billion and a new single-season attendance record of over 22.5 million fans in arenas. The league’s chief marketing officer, Tom Gargiulo, highlighted the unique and passionate nature of NHL fans. He noted that NHL fans are particularly dedicated to the sport and their passion is unrivaled compared to other professional sports leagues.
Gargiulo emphasized that NHL fans are exclusive to the sport and their loyalty and enthusiasm make them some of the most passionate fans in all of professional sports. This new agreement between the NHL and Bodyarmor reflects the league’s commitment to partnering with brands that resonate with its dedicated fanbase.