NEW YORK, NEW YORK (January 11, 2023) – BioSteel Sports Nutrition Inc., announced a series of multi-year partnerships that expand its growing presence in the National Hockey League (NHL®) and name the brand the new Official Sports Hydration Partner of six franchises: the Anaheim Ducks, Carolina Hurricanes, Chicago Blackhawks, Columbus Blue Jackets, Pittsburgh Penguins and Tampa Bay Lightning.
Each team is hosting tailored activations this season to enhance and spotlight the brand’s mission of delivering premium hydration to athletes and consumers around the globe. Activations include BioSteel trigger promotions and point-of-sale displays at local retailers, sampling opportunities, in-arena branding, social media promotions and more. Trigger promotion opportunities include tailored activations to align with BioSteel sports hydration drink product attributes, such as zero sugar and five essential electrolytes, with exact details and availability varying by market.
Earlier this year, BioSteel became the Official Hydration Partner of the NHL and the National Hockey League Players’ Association (NHLPA) in a full-circle moment for a brand born in an NHL locker room. Through the League deal, BioSteel secured rinkside marketing and product supply rights for all benches and locker rooms, the right to use NHL logos, marks and teams at the national level, as well as player marketing and activation rights through the NHLPA. With these six new franchise sponsorships, BioSteel enhances its marketing activation rights in each corresponding local market, including through the use of the individual teams’ logos on point-of-sale displays at local retailers and additional touchpoints for fans in the arenas and surrounding communities.
“BioSteel has been deeply imbedded in the hockey community since its inception, and when we secured the NHL deal last summer, we knew we wanted to deepen our connection with hockey fans through local partnerships and activations,” said Michael Cammalleri, Co-Founder of BioSteel and a 15-year NHL veteran. “Through each of these new team deals, we’re thrilled to have the opportunity to tell our story and introduce our premium hydration products to each of these franchises’ communities.”
“We’re thrilled to work with BioSteel as the Official Hydration Partner of the Anaheim Ducks. BioSteel will be available at all team facilities, providing access to premium hydration at all times,” said Graham Siderius, Ducks Vice President of Corporate Partnerships. “The Ducks partnership with BioSteel also ensures access to sugar-free hydration for all athletes participating in development programs at facilities throughout Southern California, including the Lady Ducks and Junior Ducks.”
“We’re excited to partner with BioSteel and to have their premium products hydrating our players this season,” said Don Waddell, Hurricanes President and General Manager. “Our players are thrilled to drink BioSteel to get the electrolytes they need to compete at the highest level.”
“We’re thrilled to welcome BioSteel as our official hydration partner,” said Jaime Faulkner, President of Business Operations at the Chicago Blackhawks. “BioSteel is a brand that’s deeply embedded in the hockey community, and we’re looking forward to working closely with them to offer fans and members of our community an opportunity to enjoy the same product our players will be using to stay hydrated all season long.”
“Our team, organization and front office are passionate about being able to perform at the highest level,” said Ryan Shirk, Columbus Blue Jackets Vice President of Corporate Partnerships. “We are thrilled to welcome BioSteel to the Blue Jackets family as an official partner who will help educate the next generation of athletes on the importance of sugar-free, premium sports hydration drinks.”
“The Penguins are proud to partner with BioSteel,” said Jack Tipton, Penguins SVP of Partnership Sales. “BioSteel will be prominently displayed inside the locker room, on the benches and throughout PPG Paints Arena. Fans in attendance will be able to purchase the same ready-to-drink products on the concourses that hydrate our players on the ice.”
“The Lightning are very excited to welcome BioSteel into the VSG family this season and beyond as official partners,” said Sheri Anderson, Vinik Sports Group Vice President of Partnerships. “We look forward to having their zero sugar products in AMALIE Arena and across Tampa Bay, hydrating our players and Bolts Nation.”
Founded in 2009 by Cammalleri and business partner John Celenza, BioSteel has achieved a reputation for being the hydration product of choice for athletes and consumers. The brand is committed to using premium ingredients to support the delivery of essential electrolytes to aid physical activity. Each electrolyte-packed ready-to-drink sports hydration drink comes in an eco-friendly 16.7 fl oz Tetra Pak, and the range of flavors includes Blue Raspberry, Mixed Berry, Peach Mango, Rainbow Twist and White Freeze to keep consumers hydrated throughout the day.
BioSteel products are available globally with select retail partners through www.biosteel.com.
BioSteel is a North American beverage brand committed to delivering premium Clean. Healthy. Hydration.™ to consumers and athletes across the globe. Each BioSteel ready-to-drink sports drink is sugar-free and comes in an eco-friendly Tetra Pak filled with premium ingredients, natural flavors and electrolytes needed to support physical activity. Perfect for everyone from health and environmentally conscious consumers to world-class athletes, BioSteel hydration products are currently readily available across North America, globally with select retail partners, and direct to consumers online through www.biosteel.com.
TopicsCarolina Hurricanes Chicago Blackhawks Columbus Blue Jackets Pittsburgh Penguins Tampa Bay Lightning NHLPA Hydration Anaheim Ducks NHL BioSteel Hockey