Brand co-founded by former forward Cammalleri to be used by all 32 teams next season
By NHL Public Relations
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 naming BioSteel the Official Hydration Partner of the NHL and the NHLPA. The milestone partnership will debut during the 2022 NHL Draft in Montreal, where BioSteel is a presenting sponsor of national coverage across Rogers Sportsnet in Canada. The new partnership will provide the BioSteel brand with League-wide rinkside marketing and product supply rights, retail activation rights, community engagement platforms, player marketing and activation rights and more. This marks the sports hydration company's first partnership with a League as it continues to bring Clean. Healthy. Hydration. to communities, athletes and fans across North America.
Beginning in the 2022-23 NHL regular season, fans will see NHL players hydrating with BioSteel during every NHL game in North America. BioSteel products will be featured on each bench, penalty box and goal net. In addition, BioSteel will have a year-round platform to activate brand programming with NHL marks, logos, teams and players, including at the NHL Scouting Combine and NHL Draft, which includes a new BioSteel-sponsored Prospects Portal on NHL.com aggregating next-generation content, including NHL Central Scouting's rankings, player reports, NHL Scouting Combine statistics and results, interviews and more, about potential future NHL players. BioSteel will also be a presenting partner of a marquee NHL social platform to be announced at a later date. As a part of its continued efforts to hydrate the next generation, BioSteel will also be the presenting partner of the Hobey Baker Memorial Award, given to the top NCAA men's ice hockey player in the nation.
BioSteel was born in an NHL locker room when retired NHL player, Michael Cammalleri, and his business partner John Celenza, a former NHLPA intern, set out to offer a "better-for-you" hydration option for athletes. After establishing a zero-sugar formula that features essential electrolytes and no artificial flavors or preservatives, the brand quickly became highly sought-after in professional sports, regularly found in athletes' lockers throughout North America, including many in the NHL. Fast forward to today, BioSteel is seeing its story come full circle from its authentic hockey roots as the brand continues to cement itself as the go-to sports drink 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 offer a cleaner, healthier hydration product for both myself and athletes everywhere," said Michael Cammalleri, NHL Veteran and Co-Founder and Co-CEO of BioSteel. "To see this brand become the Official Hydration Partner of the NHL is truly a full circle moment, and we're so proud to partner with the League and the Players' Association to support players hydration both on and off the ice and to introduce a new generation of fans to our brand and products."
"We are thrilled to announce our new long-term partnership with BioSteel - an authentic brand that was born in the locker room, built by and for hockey players, said Keith Wachtel, NHL Chief Business Officer and Senior Executive Vice President. "BioSteel is an extremely motivated and engaged partner who is going to bring our sport to fans through their distribution channels like never before. This landmark deal includes a commitment to execute against extensive retail activations and through all the League's media platforms, and as such, the NHL, our players and our fans are going to benefit significantly from this partnership."
"We are thrilled to announce this partnership that makes BioSteel the official sports hydration partner of the NHLPA and NHL", said Mathieu Schneider, NHLPA Special Assistant to the Executive Director. "BioSteel has a long connection with NHL players, being created in and around NHL locker rooms and we are excited to now have the opportunity to utilize the profile and reach of our players to grow and strengthen this partnership with BioSteel and the NHL."
Founded in 2009 by Cammalleri and Celenza, BioSteel has achieved a reputation for being the hydration product of choice for athletes and consumers looking for a zero-sugar alternative. The brand is committed to using premium ingredients, maintaining product transparency, and delivering 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 range of flavors 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, globally with select retail partners or direct to consumers online through
biosteel.com
.
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Alright, let me dive into this partnership announcement. BioSteel Sports Nutrition Inc. has struck a multi-year deal with the NHL and the NHLPA, making it the Official Hydration Partner of the league. Now, this isn't just a superficial agreement; BioSteel is set to play a prominent role in the NHL scene. The partnership kicks off during the 2022 NHL Draft, where BioSteel will be a presenting sponsor for national coverage in Canada.
The deal covers a spectrum of rights, from rinkside marketing and product supply to retail activations, community engagement, and player marketing. Starting from the 2022-23 NHL season, BioSteel products will be a fixture on benches, penalty boxes, and goal nets across all 32 teams. This is a substantial commitment, reinforcing BioSteel's presence in the hockey world.
What's fascinating is the backstory of BioSteel's origin—it was born in an NHL locker room by retired player Michael Cammalleri and his business partner John Celenza. The emphasis on providing a "better-for-you" hydration option led to the development of a zero-sugar formula with essential electrolytes and no artificial flavors or preservatives. This commitment to quality has made BioSteel a sought-after choice in professional sports, especially in the NHL.
The partnership goes beyond the game, extending into events like the NHL Scouting Combine and NHL Draft. BioSteel is even sponsoring a Prospects Portal on NHL.com, aggregating next-gen content about potential future NHL players. They're not stopping there; BioSteel will also be the presenting partner of the Hobey Baker Memorial Award, showcasing their dedication to hydrating the next generation of athletes.
This collaboration seems to be a strategic move for both BioSteel and the NHL. It's not just about putting a logo on a product; it's about integrating BioSteel into the fabric of the NHL experience. As Michael Cammalleri puts it, "To see this brand become the Official Hydration Partner of the NHL is truly a full circle moment."
If you're a fan attending an NHL game next season, get ready to see BioSteel prominently featured, not just in the players' hands but throughout the arenas and even in the digital realm with the Prospects Portal and social platform partnerships yet to be revealed.
