BioSteel replacing Gatorade as NHL official sports drink

[IU Hawks fan]

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.

I don't know how much playoff baseball you watch, but I think you're underestimating how big these playoff round sponsorships were. Maximum visibility on every pitch, branding within the LDS/LCS logos, and constant reminders by the announcers of who was the presenting sponsors, for a bunch of brands I think most would consider to be second-rate.






If any sponsorship has lowered the prestige of a league, it's been these.

 

[MetalheadPenguinsFan]

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.

I thought hockey is supposed to be a blue collar sport.

When did we viewers turn into rich hipsters who buy overpriced obscure sports drinks??

 

[KaraLupin]

I HATE drinking carton type drinks when I'm not at home!!!!

 

[BKIslandersFan]

The list of athletes they endorse is pretty impressive fwiw.

 

[MetalheadPenguinsFan]

I HATE drinking carton type drinks when I'm not at home!!!!

Looks like he’s drinking milk.

 

[Roadrage]

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.

Today I learned there is a company called LoanDepot.
Today I also learned that MLB has an official mortgage provider.

 

[tarheelhockey]

I thought hockey is supposed to be a blue collar sport.

When did we viewers turn into rich hipsters who buy overpriced obscure sports drinks??

Hockey hasn't really been a blue collar sport in decades.

 

[MetalheadPenguinsFan]

Hockey hasn't really been a blue collar sport in decades.

I know.

Which is very upsetting.

 

[Marshall]

Will BioSteel help my hangover?

 

[Smirnov2Chistov]

I find this really surprising and hard to believe from a lot of posters here.

I first saw Biosteel on The Hockey News, and if you follow NHL stars on social media, they advertise the hell out of it (McDavid in particular).

I think this is a good opportunity, especially with the TNT/ESPN deal. It will get it's name out there

 

[weems]

I find this really surprising and hard to believe from a lot of posters here.

I first saw Biosteel on The Hockey News, and if you follow NHL stars on social media, they advertise the hell out of it (McDavid in particular).

I think this is a good opportunity, especially with the TNT/ESPN deal. It will get it's name out there

I was somewhat suprised also with the reaction as many I know have heard of Biosteel for quite some time.

Look at the list of athletes they currently have as Biosteel partners

Connor McDavid
Patrick Mahomes
Luka Doncic
Tyler Seguin
Andrew Wiggins
Brooke Henderson
Ezekiel Elliot
Gleyber Torres
Jalen Ramsey
Steve Nash

USA hockey and USA soccer, PWHPA, media personalities like Erin Andrews, Amanda Balionis.

 

[awfulwaffle]

What a thing for people to get upset about. If you didn't read this on the forum, would you even think twice about it when you saw it on tv?

 

[Demon Eyes]

Are Gary and co. too cheap to pay Gatorade what they want now or what???


Embarassing.

Didn't know the NHL sponsored Gatorade.

 

[BigBadBruins7708]

Why? Isn’t the purpose of advertising helping a brand reach out to more audience? And not the other way around?

Goes both ways, this makes the NHL look 2nd rate.

Let them go advertise with the ECHL or something, they're beneath the NHL

 

[Yukon Joe]

I'm also surprised at how surprised many people are. BioSteel has been growing for years, they advertise like hell with hockey players (McDavid), lots of NHL players already use it. This is just the next step in it's growth.

Maybe it's a US-Canada thing, since it is a Canadian company. Are they just not very visible south of the border?

 

[Beauner]

Goes both ways, this makes the NHL look 2nd rate.

Let them go advertise with the ECHL or something, they're beneath the NHL

See below...

I'm also surprised at how surprised many people are. BioSteel has been growing for years, they advertise like hell with hockey players (McDavid), lots of NHL players already use it. This is just the next step in it's growth.

Maybe it's a US-Canada thing, since it is a Canadian company. Are they just not very visible south of the border?

Yeah I have no idea. Biosteel has been throwing their weight behind marketing and expansion for a while now, and they are certainly growing. They have sponsorship deals with a ton of athletes and organizations now

 

[Breakers]

Mike Cammaleri is the founder he sold it to a cannabis firm I believe if I remember the transaction
He still has a stake and was probably a driving force in this

He made like $15 mill when he sold it

 

[tarheelhockey]

What a thing for people to get upset about. If you didn't read this on the forum, would you even think twice about it when you saw it on tv?

Is anyone upset? It's just a discussion, that's what the forum is here for.

Honestly I think I would notice this. The green Gatorade bottles on the nets are pretty iconic.

 

[Nihiliste]

I never knew some fans felt so strongly about Gatorade lol

 

[Salsa Shark]

I was somewhat suprised also with the reaction as many I know have heard of Biosteel for quite some time.

Look at the list of athletes they currently have as Biosteel partners

Connor McDavid
Patrick Mahomes
Luka Doncic
Tyler Seguin
Andrew Wiggins
Brooke Henderson
Ezekiel Elliot
Gleyber Torres
Jalen Ramsey
Steve Nash

USA hockey and USA soccer, PWHPA, media personalities like Erin Andrews, Amanda Balionis.

Gleyber Torres has rebounded nicely this season. Happy the Yanks didn't give up on him Love to see it.

 

[Spydey629]

I never knew some fans felt so strongly about Gatorade lol

 

[LeHab]

Mike Cammaleri is the founder he sold it to a cannabis firm I believe if I remember the transaction
He still has a stake and was probably a driving force in this

He made like $15 mill when he sold it

Yup Canopy Growth acquired majority stake. They have a CBD infused line of biosteel sports related products. As of Q4, Year-over-Year revenues (2022 vs 2021) increased by 56% from $28.5m to $44m. Gatorade revenues are around $7b.

IIHF also inked a multiyear deal with BioSteel not long ago. Should be seeing them at the upcoming WJC. Will be interesting how revenues progress over the next year.

 

[Kryten]

Does the league really think crazy superstitious goalies are going to give up their water bottles? I bet they just put stick tape over the Gatorade logo

 

[StreetHawk]

Does the league really think crazy superstitious goalies are going to give up their water bottles? I bet they just put stick tape over the Gatorade logo

So long as it has a bio steel logo on it that’s all that matters.

 

[Holls Blackmail]

So many people have no idea how popular BioSteel is in the sports supplement market.

Can tell who never leaves their couch.