The NHL has announced a multiyear agreement with Bodyarmor to be its official sports drink. This partnership comes after BioSteel, which had previously been the league’s official sports drink, filed for bankruptcy last year. In the wake of this news, Bodyarmor stepped in as the new official sports drink of the NHL.
Three-time league MVP Connor McDavid recently signed on with Bodyarmor, having previously been 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. Bodyarmor’s chief marketing officer, Tom Gargiulo, spoke about 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.