Gatorade drops NHL deal amid shift in sports sponsorship strategy - SportsPro (2024)

FAQs

Why did Gatorade stop sponsoring NHL? ›

The PepsiCo-owned sports drink brand's global head of marketing, Jeff Kearney, said Gatorade and the NHL “weren't aligned on the financial commitment to renew.” He added that the brand plans to focus on women's sports and college athlete NIL deals going forward.

Gatorade has opted not to renew its partnership with the National Hockey League (NHL) as part of a wider shift in the company's sports marketing strategy. The sports drink brand has been a sponsor of the North American ice hockey league since 2006 and its parent company PepsiCo last renewed the deal in 2018.

The NHL is now at least doubling how much it makes in the sports drink according to McMann, and back in June, Gatorade's head of global sports marketing admitted that the NHL and Gatorade “weren't aligned on the financial commitment to renew.”

(Bloomberg) -- PepsiCo Inc.'s Gatorade is dropping its National Hockey League sponsorship to focus on women's sports and college athlete deals, its global head of sports marketing Jeff Kearney said in a LinkedIn post.

Hockey Canada is losing more major sponsorships — at least one apparently permanently — ahead of the 2022-23 season due to continued concerns from companies about the federation's handling of sexual assault allegations.

Telus announces it will not sponsor men's hockey programs for Hockey Canada for the upcoming 2022-23 season, including the upcoming world juniors. This is after Telus announced in June that it was withholding sponsorship support from Hockey Canada in the wake of the fallout from a sexual assault lawsuit.

Beverage companies that sponsor hockey games

Some largest and most recognizable brands have made their presence felt for years. Coca-Cola has sponsored the NHL since the late 90s. It has secured exclusive pour rights and promotional privileges.

The NHL this afternoon formally announced that Toronto-based sports nutrition brand BioSteel will replace PepsiCo's Gatorade as the official hydration partner of the NHL and NHLPA.

“You're sweating a lot,” said Chris Wagner. “I drink three bottles of water like, the last hour and a half before a game, then we have BioSteel, and I'll usually have a Gatorade for extra electrolytes after the second (period). On the bench, I take a sip after every shift, but don't really notice it.”

Fanatics will replace Adidas as the NHL's outfitter of on-ice uniforms and authentic jerseys beginning with the 2024-25 season, the league announced Tuesday. The deal runs 10 years.

Why did Nike leave hockey? ›

But Nike's decision last September to step away from hockey at the same time it was increasing its presence in soccer showed that financial muscle and marketing power did not always give it the ability to dominate the field, or the ice.

According to Beverage Digest, an Atlanta-based newsletter that tracks the beverage industry, several factors are behind the shortage: a particularly hot summer for much of the country, an increase in consumption tied to COVID patients, COVID outbreaks or quarantines among Gatorade production workers, and a tight supply ...

Gatorade has agreed in principle to an eight-year, $384 million sponsorship renewal with the NFL.

A little more than 35 years later, the sports drink giant has agreed in principal to a record sports sponsorship deal totalling nearly $500 million. The Gatorade deal will pay the NFL more than $45 million annually over the next eight years, according to a league source.

Garrett joins J.J. Watt, Peyton Manning, and Trevor Lawrence as other current and former NFL players sponsored by Gatorade.

The Canadiens additionally lead all NHL franchises in wins (3,495), ties (837), and points (8,013). The Maple Leafs lead all NHL franchises in losses (2,850).

TNT, according to SBJ, has averaged 359,000 viewers over 36 games, which is down 16 percent compared to the 20 games it aired in the same period last season. At least seven games have been affected by regional blackouts.

The National Hockey League (NHL) has seen a decline in viewership in recent years. One reason for the decline in viewership may be the lack of a national broadcast deal in the United States.

It is important that the teams own players do not run into offside. Tactically, a Dump'n'Chase accomplishes a few things. From a defensive standpoint, it moves the puck as far away from the own net as possible. It also removes or decreases the risk of offsides or neutral zone turnovers.

Reynolds, a Canadian actor with multiple business ventures under his belt, including the ownership of Wales' Wrexham FC, was reportedly preparing a bid of more than $1bn for the Senators in a partnership with an Ontario-based real estate development company.

How much does the NHL make from sponsorships? ›

The National Hockey League (NHL) saw a 21 per cent year-over-year (YoY) rise in sponsorship revenue to reach US$1.28 billion for the 2022/23 season, according to SponsorUnited's latest study of the North American ice hockey property.

The New York Rangers and the Los Angeles Kings had the highest revenue out of all the National Hockey League franchises in the 2021/22 season.

Taking the top spot with an impressive overall index score of 2.84 out of 4, the Boston Bruins officially have the most loyal supporters in the NHL. This is thanks to the team's 100% average attendance, 5.6 million social media followers, and relatively strong engagement rate on Instagram (1.89%).

NHL franchise the Los Angeles Kings have inked a multi-year sponsorship agreement with fast food giant McDonald's. National Hockey League (NHL) franchise the Los Angeles Kings have inked a multi-year sponsorship agreement with fast food giant McDonald's.

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.

PepsiCo, the National Hockey League (NHL) and its players' association (NHLPA) have announced a multi-year extension of their North American partnership. The previous contract, which expires at the end of the 2022/23 season, was worth between US$10 million and US$15 million per year, according to SportBusiness.

Yes carbonated beverages are fine. I've kept Red Bull and Sprite in mine, and I've never had any issues. In fact, the cap has a silicone seal, so all carbonated drinks should last and hold their bubbly "kick." As for hot drinks, those will do just fine as well.

Every player uses the intermission as an opportunity to rehydrate, either with water or a sports drink. That way, they'll feel refreshed and reenergized for the rest of the game and can continue giving their all out on the ice. Some players will also eat something during their break to help refuel.

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.

One of the oldest traditions would be the winning team drinking champagne from the Cup. This tradition was started back in 1896 by Winnipeg Victorias, long before the NHL days but still this tradition carries on to this day.

Why is Adidas not making NHL jerseys? ›

NHL to Change Jersey Supplier When Adidas Contract Ends After 2023-24 Season. The NHL announced Thursday that it will not be continuing its jersey deal with Adidas after their contract expires following the 2023-24 season.

The sporting apparel company will replace Adidas, which last year said it would not extend its contract as the league's uniform supplier beyond the 2023-24 season. Fanatics, the world's leading licensed sporting apparel supplier, will begin making and designing jerseys for N.H.L.

The NHL announced on Tuesday that Fanatics, its longtime e-commerce and fan apparel partner, will become its new outfitter of on-ice uniforms and authentic jerseys beginning in 2024-25.

In 1994, Canstar, the parent company of Bauer, became a wholly owned subsidiary of Nike.

"It was a tough decision but one that was in the best interests of Nike and Bauer as we each look to maximize our respective growth opportunities," Nike CEO Mark Parker said in a statement. So basically, they weren't making enough money for the head-honchos behind the Swoosh.

'I needed something ... that allowed me to be more stable' “I have very limited mobility now,” Woods said. “Just with the rods and plates and screws that are in my leg, I needed something different, something that allowed me to be more stable. That's what I've gone to.

Skittles, Pop-Tarts, Gatorade and those yummy Little Debbie's products are banned in the European Union because contain dyes like yellow 5, yellow 6 and red 40. The EU banned these artificial colors after their scientific research indicated they could be harmful to health, especially to young children.

This is a significant figure that highlights the success of Gatorade in the US and provides a great opportunity for further growth. Gatorade's share of the sports drink market in the United States decreased by 4.4% in 2019 compared to the previous year.

Gatorade's share of retail sales fell to 67.7% in 2020 from 76.6% in 2015, according to research firm Euromonitor.

Most valuable sports sponsors worldwide 2021

Nike's sponsorship value in 2021 was estimated at more than 600 million U.S. dollars, making it the world's most valuable sports sponsor. The second brand on the list was Nike's main competitor, Adidas, with a value for sponsorships of nearly 343 million U.S. dollars.

Who gets royalties from Gatorade? ›

So after a few months of back and forth, The Gatorade Trust settled with the University of Florida in 1972. The scientists agreed to give 20% of all Gatorade royalties to the University of Florida in perpetuity and kept 80% for themselves. Stokely-Van Camp was then acquired by Quaker Oats Co.

Misc. info: In 2020, Forbes named Federer the highest-paid athlete in the world after he earned $106.3 million — $100 million of which came from endorsem*nts.

Coca-Cola had NHL rights for its Powerade sports drink from 1997-2006, a move which also ousted Gatorade from the NHL. Securing NHL rights marks the end of a long quest for hockey intellectual property by Toronto-based BioSteel, headed by CEO Mike Cammalleri, who played 15 years in the league.

Right now we're not pursuing any individual or corporate sponsorship requests, but thanks for your interest!

Athletic Excellence - Standout performance in their respective sport made at the high school, club, national or international levels of competition. Academic Achievement - Review of GPA and class rank, as well as SAT and ACT scores, and academic honors distinctions.

Earnings through brand deals do surpass the athletes' on-field earnings. The National Basketball Association (NBA) superstar, LeBron James has topped the list. The LA Lakers player has accumulated $90 million through brand endorsem*nts in 2022.

“You're sweating a lot,” said Chris Wagner. “I drink three bottles of water like, the last hour and a half before a game, then we have BioSteel, and I'll usually have a Gatorade for extra electrolytes after the second (period). On the bench, I take a sip after every shift, but don't really notice it.”

In 2012, Gatorade was banned in many European countries for containing brominated vegetable oil and Yellow 5 and 6, which can cause some serious health issues.

Adidas will not return as the NHL's official supplier of uniforms and apparel when their agreement expires after the 2023-24 season, the NHL confirmed to ESPN on Thursday. Sources told ESPN that Adidas, which has two years remaining on its seven-year deal, was the catalyst in not seeking to renew with the NHL.

Why did hockey lose popularity? ›

One reason for the decline in viewership may be the lack of a national broadcast deal in the United States. Currently, games are split between several different networks, making it harder for fans to access and follow their favourite teams.

Japan also banned this ingredient, though the U.S. Food and Drug Administration has not. Once Gatorade removed that ingredient a year later, this allowed the product to get back into mainstream Europe in most areas. The company signed a sponsorship with the local soccer team that year to get back into the limelight.

But Gatorade contains high levels of sugar and food dyes, which may increase people's risk of certain health conditions, including weight gain and type 2 diabetes. Gatorade and other sports drinks are not inherently healthy or healthier than other beverages.

That petition noted that the ingredient, brominated vegetable oil, has been patented as a flame retardant and is banned in Japan and the European Union. The petition had more than 200,000 supporters Friday. Carter said the ingredient is still used in other PepsiCo drinks, such as Mountain Dew.

The NHL has officially partnered with Fanatics to be the official on-ice jersey maker starting with the 2024-2025 season.