On April 15, 2024, Connor McDavid of the Edmonton Oilers celebrated his 100th assist of the season alongside Zach Hyman during a game against the San Jose Sharks. The achievement was captured by Jason Franson of The Canadian Press. Meanwhile, in significant news, the NHL and NHL Players’ Association announced a multiyear partnership with Bodyarmor, designating the brand as the league’s official sports drink. This deal marks the replacement of BioSteel in this capacity following BioSteel’s bankruptcy filing the previous year.
Notably, Connor McDavid recently joined forces with Bodyarmor in early 2024, transitioning from his previous partnership with BioSteel. McDavid’s milestone achievement of reaching 100 assists in a single season underlines his exceptional performance on the ice and underscores the significance of his partnership with Bodyarmor.
The NHL is currently experiencing tremendous growth, with anticipated revenue of around $6.2 billion and a new single-season attendance record of over 22.5 million fans in arenas. Tom Gargiulo, Bodyarmor’s chief marketing officer, highlighted the dedicated and passionate nature of NHL fans, emphasizing their enthusiasm for the sport and the league as a whole. As the league continues to expand its reach and engage with fans, partnerships with brands like Bodyarmor play a crucial role in enhancing the overall experience for players, fans, and stakeholders alike. The league’s commitment to innovation and collaboration underscores its dedication to providing compelling and dynamic experiences for all involved.