BioSteel replacing Gatorade as NHL official sports drink
- Thread starter LadyStanley
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tarheelhockey
Offside Review Specialist
That seems like a pretty huge step down in terms of prestige. BioSteel is a practically unknown brand, in an industry where 2 brands account for almost the entire market.
Agreed. Be it sodas, water, sparkling water whatever it’s just the 2 big companies going at it. Says something that the nhl is either not worth enough for the big 2 or bio steel paid through the roof to get the sponsorship.
- May 3, 2021
- 9,114
- 9,119
This is the Versus Network fiasco all over again.
tarheelhockey
Offside Review Specialist
I'm totally guessing here, but my guess is that BioSteel's biggest challenge is that they don't have any name recognition compared to Gatorade/Powerade. In the sports drink market, name recognition is everything. Name recognition comes from association with big-time athletes and events. Obviously they would love to be plastered all over the benches at the Super Bowl and the World Series, but they don't bring that kind of money to the table. So they threw the kitchen sink at the NHL, which is apparently within their financial reach. Much like the old TV deal, the league was willing to take a bag of money rather than being connected to the most prestigious brand.
I didn't realize it till just now, but apparently BioSteel has some very deep roots with the NHL. Toronto-based company, invented by a Leafs strength coach, brand was launched with the help of Mike Cammalleri, sponsors an offseason camp with Gary Roberts, and is used by almost all the NHL teams. Those connections might help explain what's going on here, and why they took such a big shot at the NHL. This is all news to me... the brand is almost unknown in the USA.
BKIslandersFan
F*** off
Never heard of Biosteel til now.
Kirkland Sports Drink has more name recognition.
BKIslandersFan
F*** off
Why? Isn’t the purpose of advertising helping a brand reach out to more audience? And not the other way around?
tarheelhockey
Offside Review Specialist
The brand association goes both ways, though. Being sponsored by second-rate brands creates associations which imply that the league itself is a second-rate operation.
Brand management is tricky, and this one feels odd.
BKIslandersFan
F*** off
tarheelhockey
Offside Review Specialist
This comment alone is exactly why it's worth it for them.
I think this is actually a major change in sponsorship. Gatorade being pushed aside is massive. The drinks, water bottles, towels, etc. It's become engrained as part of the overall merchandising of the sport.
BKIslandersFan
F*** off
AintLifeGrand
Burnin Jet-A
I welcome Bio Steel, however I think having Electrolit would be a better gator/power-ade alternative
IU Hawks fan
They call me IU
LoanDepot is the official mortgage provider of MLB. Had anyone heard of them until that deal last year?
They've also had playoff rounds sponsored by Good Sam and Doosan.
Good Sam is an R/V dealer, and Doosan makes construction equipment, for those scoring at home.
Pepsi is still the official soft drink, so it definitely sounds like BioSteel went hard after this, and not Gatorade passing.
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Brewsky
King Of The Ice Mugs
Wow this sports league is sponsored by Gatorade, that’s huge, I must watch this now because of this sponsorship…
tarheelhockey
Offside Review Specialist
That stuff is small potatoes compared to the sports drink sponsorship.
They’ll sell the opportunity to be the official provider of anything, but only a handful of branding deals really get a ton of eyeballs. TV deal, jersey deal, shoe deal… the drink provider is right up there near the top. It’s integral to the game and is part of the visual environment in a way that mortgage lenders never can be. There’s a reason you don’t see major leagues talking to ASICS about co-branding.
Really this deal only makes sense for the NHL if BioSteel is paying out the nose and has realistic plans to make a big surge in the marketplace. Which one would have to think is exactly why they went for this agreement.
Boulder Avalanche
Pull the Goalie
- Apr 9, 2013
- 1,118
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There is also the argument that BioSteel for a variety of reasons fits better with those who tune into hockey. The median income of NHL fans is the highest of any professional sports organization in America so going up market which BioSteel is compared to Gatorade can make sense.
mouser
Business of Hockey
I didn't know Gatorade was the official NHL sports drink. Never seemed important to track most sponsorships.
If Biosteel is the new partner that means they're paying the teams and thus players even more money than Gatorade did. Nothing to complain about that.
Arthur Morgan
Registered User
hmmm prob because NHL is still trying to get back on top. wonder if they paid back that 1B they borrowed back when covid shut down the NHL yet.
likely to save money, I assume Gatorade is pretty expensive. but still a big loss for Gatorade. I would assume this is a short short term deal and Gatorade will be back before we know it
edit: or I guess its a sponsor so Biosteel prob paying way more than Gatorade. maybe my entire comment above is wrong lol
likely to save money, I assume Gatorade is pretty expensive. but still a big loss for Gatorade. I would assume this is a short short term deal and Gatorade will be back before we know it
edit: or I guess its a sponsor so Biosteel prob paying way more than Gatorade. maybe my entire comment above is wrong lol
It sounds like Gatorade walked away in part because financially they couldn't come to an agreement with the NHL from the article below. Wheather the NHL wanted to much money in Gatorades view or they low balled the NHL on an increase we won't know. My guess and only a guess is the NHL had a great year for sponsorship dollars and were looking for a big increase in sponsorship fees from Gatorade. The NHL may have miscalculated feeling a little to good their momentum and Gatorade said no thank you.
LeHab
Registered User
- Aug 31, 2005
- 15,994
- 6,286
PepsiCo which owns Gatorade extended recently NHL partnership.
www.nhlpa.com
PepsiCo, NHL and NHLPA announce multiyear North American partnership extension
PepsiCo maintains exclusive NHL and NHLPA North American rights in the carbonated soft drinks, water, energy drinks and savory snack categories.
www.nhlpa.com
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