Biosteel Water bottles lined up
Photo credit: CTV Windsor

NHL loses another major official partner

Published March 21, 2024 at 3:02 PM

Biosteel has been an official partner of the National Hockey League and the National Hockey League Players Association for a short period of time, despite being founded in 2009. However, if reports that have surfaced are accurate, it would appear that the company, which was co-founded by former NHLer Mike Cammalleri and filed for bankruptcy last fall, is in its last few months of being the official hydration partner, as BodyArmour will be taking over in time for the 2024-2025 season.

When Biosteel burst onto the scene, the product attempted to dethrone Gatorade as the go-to hydration product, with athletes such as Connor McDavid representing the brand and even participating in a camp every summer to prepare for the following hockey season. The brand took off with it being seen in hockey arenas across Canada, but their popularity may have become more of a detriment than anything.

The product was sold to Ontario-based canopy growth in 2019 as part of a plan to diversify its product to more of a beverage-based company, and at the time reports were released, it had spent $366 million and was burning through $15 million every month to keep things afloat.

Partnerships come and go all the time in professional sports, so this is nothing new. Hopefully, the new rumoured partnership between the NHL, Players Association, and BodyArmour takes off in a way that both parties will benefit for years to come.
March 21   |   187 answers
NHL loses another major official partner

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