BodyArmor announced as NHL's official sports drink partner, replacing BioSteel

NHL's official sports drink partner has shifted. On April 16, 2024, NHL disclosed via an Instagram post that BodyArmor is now their official sports drink partner. BodyArmor has replaced BioSteel in this role. This change aligns with the NHL's evolving commercial landscape.

The partnership commenced during the Stanley Cup Playoffs, under a five-and-a-half-year deal. It marks a significant stride for BodyArmor in the sports drink market.

Thomas Gargiulo, BodyArmor's CMO, noted the importance of this deal. It's their largest sports marketing investment to date. This transition follows BioSteel's fall into bankruptcy protection. The brand's financial struggles led to the partnership's dissolution.

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BodyArmor becomes NHL's official sports drink partner

NHL's official sports drink partner is now BodyArmor and this strategic partnership covers multiple facets. BodyArmor will be prominently featured. Financial details remain undisclosed.

However, reports suggest the investment mirrors that of BioSteel. The agreement spans until the 2028-29 season. This duration underscores the long-term commitment between the NHL and BodyArmor.

NHL Senior VP/North American Business Development Kyle McMann states, as per Sports Business Journal,

“Nobody is prepared for a notification of a bankruptcy in a major category 15 days from the start of the season... So, we were forced through the monitor-led sale process to hold. We did not know for months if we would or would not have a partnership [with BioSteel]."

BodyArmor, founded by Mike Repole in 2011, reportedly offers a top-tier sports drink for superior hydration. The drink is apparently packed with electrolytes, coconut water, and antioxidants. It also has low sodium and high potassium levels, along with natural flavors and sweeteners.

In 2017, BodyArmor introduced BodyArmor Lyte, with identical nutrients but no added sugar and only 20 calories per bottle. Additionally, BodyArmor SportWater, tailored for active individuals, supposedly features a performance pH of 9+ and essential electrolytes.

Prices for BodyArmor's products generally align with market averages for premium sports drinks. The cost-effectiveness remains appealing to consumers, supposedly ensuring accessibility across diverse demographics. The product range includes multiple flavors, potentially introducing special colorways for the NHL.

NHL's official sports drink partner benefits from extensive in-game exposure. BodyArmor's visibility extends to coolers and towels on team benches. Their branding will appear on equipment and promotional materials used during games. They will also feature in digital advertisements during games. This exposure is critical for building brand recognition within the hockey community.

The partnership extends beyond product placement. BodyArmor will also support the NHL's youth initiatives, further embedding their presence in hockey culture.

NHL's official sports drink partner also aligns with significant hockey events. BodyArmor will be a visible supporter during the NHL Draft. This involvement signifies a deep integration into the hockey community. It's not merely a sponsorship, it's a partnership that spans various levels of the sport.

NHL's official sports drink partner has seen changes in the landscape of sports sponsorships. These shifts reflect broader trends in sports nutrition and beverage markets.

As McMann further says to Sports Business Journal,

“The pure isotonic is still the core of all sports hydration, but there are players now with various ownership equities... The newness of it didn't become an issue because we were able to align with a brand that does exist in the core isotonic space in BodyArmor.”

Brands like BodyArmor are now important in defining sports hydration standards. Their products focus on isotonic benefits, that is said to be crucial for athlete performance. The appointment of BodyArmor as the NHL's official sports drink partner is pivotal as it marks a significant change in the league's commercial partnerships.

The agreement between BodyArmor and the NHL underscores the evolving nature of sports sponsorships. It reflects the changing preferences and needs within the realm of hydration.