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NHL lands replacement hydration partner

Published April 1, 2024 at 6:32 PM

In recent years the NHL has lost multiple partners, but with the continued growth of the league they've had no issues finding replacements. Last year news broke that NHL partner BioSteel had begun to enter the process of liquidating assets as they entered bankruptcy protection. According to sources after signing a deal with the NHL, the company began to hemorrhage money.

Eventually the NHL and Gary Bettman worked a deal that would allow the league to seek a new partnership. Now after an extensive search the league has found that new partner in Body Armor. According to David Pagnotta the NHL has officially landed their new official hydration partner.

🚨@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.

This new deal will begin next season and should see the league develop a strong partnership just in time for a new CBA to be negotiated. It will be interesting to see how this process and development of new revenue impacts the next work contract as the players attempt to get a large piece of hockey related revenues.
April 1   |   181 answers
NHL lands replacement hydration partner

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