BioSteel replacing Gatorade as NHL official sports drink

[DoyleG]

Can't go into a grocery store, pharmacy, or even a convenience store without seeing their products on the shelf. They've grown from the point where you used to have to go to a Shoppers or GNC to buy their products.

The whole "official" status has been one that's been overblown over the years. As Terry O'Rilley once said, its doubtful that Blue Jays players all drive Honda's, the "official" car of the Toronto Blue Jays.

Bio Steel has been going around making deals with athletes and teams for years. If the company claims are to be believed, they already have deals with most of the NHL teams. They've become more involved in the NBA after their original deal with the Raptors.

 

[MetalheadPenguinsFan]

I never knew some fans felt so strongly about Gatorade lol

It’s delicious!!

 

[Smirnov2Chistov]

Another step toward irrelevance for hockey...

LOL oh please.

You’re making it seem like the NHL is sponsoring some low key GNC brand that just started out. [MOD]

 

[Edenjung]

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

Can tell who never leaves their couch.

You don't need supplements for sport.

I drink water when i exercise.
Maybe a black or green tea but nothing else.

 

[joelef]

dont know why people are shocked about this. This is typical NHL marketing.

 

[Joe from Maine]

The NHL is doing just fine with Sponsorship and licensing. They have jumped to 1.4 Billion versus 653 million last year. By any measure that is a huge increase. That doesn't mean they handled the Gatorade renewal properly but overall things are going pretty well.

 

[JMCx4]

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?

BioSteel has built a widespread presence in U.S. developmental and junior hockey over the last several years. They've sponsored development camps for many age levels, as well as an annual All-American Game prospects event partnering with USA Hockey & the USHL. Along with the NHL player deals mentioned by several other posters, BioSteel has had their skate firmly on hockey ice for quite awhile. This is just swinging the other blade through the bench door.

 

[fahad203]

Biosteel has Gary Robarts to thank for their success. I remember Brian Burke firing the biosteel founder from the leafs organization

Almost 80% of players have been taking biosteel for years. So much so that players have known to put biosteel in Gatorade bottles as supplement to hide the biosteel bottles.

Good for them. Biosteel is far superior product than Gatorade which is essentially just sugar

 

[Smirnov2Chistov]

Biosteel is far superior product than Gatorade which is essentially just sugar

Gatorade is always known to be terrible sports drink. Why people are dumping on the NHL for exploring alternatives is odd

 

[Spydey629]

The NHL is doing just fine with Sponsorship and licensing. They have jumped to 1.4 Billion versus 653 million last year. By any measure that is a huge increase. That doesn't mean they handled the Gatorade renewal properly but overall things are going pretty well.

The only thing I find odd about the whole thing is that Gatorade didn’t renew with the NHL, but Pepsi did. Being that they are the same company, it just looks weird. One would think they keep the combination.

Something else to think about is how smart this is on Bio Steel’s end. If Pepsi were to walk away, the NHL would obviously go after Coke as their soft drink sponsor. But Bio Steel just blocked Coke from bringing PowerAde along with them.

 

[NyQuil]

They were handing them out at a recent golf tournament I was in.

Not a fan of the taste.

 

[fahad203]

Gatorade is always known to be terrible sports drink. Why people are dumping on the NHL for exploring alternatives is odd

Very few people will get your handle. Smirnov 2 Chistov

Those two Anaheim Mighty Ducks player looked like they would be stars considering where they were picked.... Except they didn't even come close

 

[Smirnov2Chistov]

Very few people will get your handle. Smirnov 2 Chistov

Those two Anaheim Mighty Ducks player looked like they would be stars considering where they were picked.... Except they didn't even come close

Thanks!! I couldn’t think of a clever username and I saw an old THN article that had their names as upcoming stars. They busted and never made it (always thought Chistov had a good KHL career - always wanted his jersey).

People think I am from Russia or have some obsession with Russian players. Completely far from the truth LOL

 

[IDEKWTM]

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.

Hopefully they don't bring the wrong batch during games.

 

[tarheelhockey]

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

Can tell who never leaves their couch.

We're also talking about a company that just doubled its revenue within the past year to reach something like 0.1% of the total market. It's not shocking that some people haven't noticed it till now (which is the point of the sponsorship), even if they play sports regularly.

 

[LeHab]

Hopefully they don't bring the wrong batch during games.

Unlike NFL & MLB, NHL does not seem to have an issue with CBD products. CBD was also dropped from WADA banned substances list. Don't know how much science there is on CBD benefits in sports, hockey in particular, but here are a few "claims":

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cbdoilreview.org

BioSteel is prominent on SN Draft broadcast tonight. All over the desk and then some + ads featuring Cammy.

 

[Yukon Joe]

As an aside, BioSteel has been all over Sportsnet's draft coverage tonight.

 

[jetsforever]

Never heard of this brand so I guess their marketing is working, but I'd rather have a higher-profile one

 

[ManofSteel55]

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


Embarassing.

That's...not how sponsorship works. At all. Sarcasm I hope?

Biosteel obviously came to play ball and gave the NHL a massive offer.

 

[bleedblue94]

It was reported that Gatorade turned down the NHL request to renew sponsorship a couple months ago and that led to speculation that Powerade would have to fill the void. It sure seems that both those brands stepped out on the NHL but this could become another gift horse for the league if they are able to raise a relatively unknown company into some level of prominence or even relevancy compared to the big two. Let's not pretend that the NHL booted Gatorade or that biosteal came in and blew the doors off the NHL. This is making the best of a bad situation for the league.

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

Sports drink brand Gatorade set to focus on college deals, investments in women’s sports and the metaverse.

www.sportspromedia.com

 

[Brewsky]

Can't go into a grocery store, pharmacy, or even a convenience store without seeing their products on the shelf. They've grown from the point where you used to have to go to a Shoppers or GNC to buy their products.

The whole "official" status has been one that's been overblown over the years. As Terry O'Rilley once said, its doubtful that Blue Jays players all drive Honda's, the "official" car of the Toronto Blue Jays.

Bio Steel has been going around making deals with athletes and teams for years. If the company claims are to be believed, they already have deals with most of the NHL teams. They've become more involved in the NBA after their original deal with the Raptors.

Really? I like Biosteel but can't find it in my local Walmart, Sobeys, Longos, No Frills.

And I'm talking about the already premixed drink, I'm not interested in the powder.

 

[Voight]

Same Mike Cammalleri that played in NHL?

Yup, hence how Biosteel got into the league in the first place.

 

[AintLifeGrand]

sponsorship works

 

[Evergreen]

Some of you are getting way too worked up over whose logo appears on the water bottles on the benches. Biosteel was founded by hockey players and in some ways makes more sense as a sponsor than Gatorade. They already have a summer camp that has been popular for years with top NHL players.

 

[Djp]

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.

When I hear biosteel I don’t think of a drink.. Gatorade is like kool-aid…