The NHL has recently entered into a multiyear agreement with Bodyarmor to become the league’s official sports drink. This partnership comes after replacing BioSteel, who filed for bankruptcy the previous year. The announcement of this new collaboration coincided with three-time league MVP Connor McDavid joining forces with Bodyarmor after previously being associated with BioSteel. McDavid celebrated this new partnership by achieving the milestone of being only the fourth player in NHL history to record 100 assists in a single season.
As the NHL continues to expand its partnerships, it is projected to set a new revenue record of around $6.2 billion. The league also marked a new single-season attendance record with over 22.5 million fans attending games in arenas. Tom Gargiulo, Bodyarmor’s chief marketing officer, expressed excitement about the unique and passionate NHL fan base. He believes that NHL fans exhibit a high level of exclusivity and dedication to the sport, making them some of the most passionate supporters in professional sports.