For the longest time ever, Gatorade has been the main sports drink in the NHL. Going as far back as 2006, they have been the main go to drink for NHLers with branded water bottles being flipped off the goalie nets whenever a player roofed one.
PepsiCo announced this year that they will not be renewing the deal with the NHL after the 2023 season. In a LinkedIn post, head of sports marketing Jeff Kearney said:
For us, the future of sport means continuing to invest in young and diverse athlete communities, cutting edge leagues, and embracing all athletic journeys,» he wrote. He cited the brand's endorsement deals with college athletes Paige Bueckers and Shedeur Sanders and its work with leagues such as Overtime Elite. «We're already seeing the impact it makes, and there's a lot more to come.»
With that decision done, it opened the door for a new sports drink sponsor and as of next week, we should be seeing an announcement coming from the NHL.
According to Sean Shapiro, BioSteel is going to be the Official Sports Drink for the NHL.
BioSteel is going to be the new official sports drink partner of the NHL replacing Gatorade. Deal is expected to be officially announced later this week.— Sean Shapiro (@seanshapiro) July 5, 2022
BioSteel is used by 28 NHL franchises already which makes it an obvious choice for the NHL to sign a deal with them.
