BioSteel Named Official Drinking Partner of NHL, NHLPA
TORONTO – Today, BioSteel Sports Nutrition Inc. (BioSteel), the National Hockey League (NHL) and the National Hockey League Players’ Association (NHLPA) announced a new multi-year partnership called BioSteel Official hydration partner of the NHL and NHLPA. The milestone partnership will debut during the 2022 NHL Draft in Montreal, where BioSteel is the presenting sponsor of national coverage of Rogers Sportsnet in Canada. The new partnership will grant the BioSteel brand league-wide marketing and product supply rights, retail activation rights, community engagement platforms, player marketing and activation rights and more. This is the sports drink company’s first partnership with a league that continues to bring clean. Healthy. hydration. to communities, athletes and fans across North America.
Beginning with the 2022-23 NHL regular season, fans will see NHL players hydrate with BioSteel at every NHL game in North America. BioSteel products are used on every bench, penalty box and goal net. In addition, BioSteel will have a year-round platform to enable branding programs with NHL brands, logos, teams and players, including at the NHL Scouting Combine and NHL Draft, which will next include a new BioSteel-sponsored Prospects Portal on NHL.com – Generation content including NHL Central Scouting leaderboards, player reports, NHL Scouting Combine stats and results, interviews and more about potential future NHL players. BioSteel will also be a Presenting Partner on a prominent NHL social platform to be announced at a later date. As part of its ongoing effort to keep the next generation hydrated, BioSteel will also be the presenting partner of the Hobey Baker Memorial Award, presented to the NCAA’s nation’s top ice hockey player.
BioSteel was born in an NHL locker room when retired NHL player Michael Cammalleri and his business partner John Celenza, a former NHLPA intern, began offering athletes a “better” drinking option. After introducing a sugar-free formula that contains essential electrolytes and no artificial flavors or preservatives, the brand quickly became highly sought after in professional sports and is regularly found in the lockers of athletes across North America, including many in the NHL. To this day, BioSteel is coming full circle from its authentic hockey roots as the brand continues to establish itself as the sports drink of choice for those seeking a cleaner, healthier hydration option.
“Hockey has been an integral part of the BioSteel brand since day one, when we set out to provide a cleaner, healthier drinking product for myself and athletes around the world,” said Michael Cammalleri, NHL veteran and co-founder and co-CEO by BioSteel. “Seeing this brand become an official drinking partner of the NHL is truly a moment to come full circle and we are so proud to be working with the league and the players’ association to keep players hydrated both on and off of ice cream and a new generation of fans of our brand and our products.”
“We are excited to announce our new long-term partnership with BioSteel – an authentic brand born in the locker room and built by and for hockey players,” said Keith Wachtel, NHL’s chief business officer and senior executive vice president. “BioSteel is a highly motivated and committed partner who will bring our sport to fans through their distribution channels like never before. This landmark deal includes a commitment to execute against large retail activations and across all league media platforms, and as such, the NHL, our players and our fans will benefit significantly from this partnership.”
“We are very pleased to announce this partnership, which makes BioSteel the Official Sports Hydration Partner of the NHLPA and the NHL,” said Mathieu Schneider, NHLPA Special Assistant to the Executive Director. “BioSteel has a long association with NHL players emerging in and around NHL locker rooms, and we are excited to now have the opportunity to leverage our players’ profile and reach to expand this partnership with BioSteel and the NHL and strengthen.”
Founded in 2009 by Cammalleri and Celenza, BioSteel has built a reputation for being the drink of choice for athletes and consumers looking for a sugar-free alternative. The brand is committed to using premium ingredients, maintaining product transparency and providing essential electrolytes needed to support physical activity. Each electrolyte-packed sports drink comes in an eco-friendly 16.7 fl oz Tetra Pak, and the flavor range includes Blue Raspberry, Mixed Berry, Peach Mango, Rainbow Twist, and White Freeze to keep athletes and health-conscious consumers hydrated throughout the day .
BioSteel products are available in stores across North America, at select retail partners worldwide, or direct to consumers online biosteel.com.