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BioSteel replacing Gatorade as NHL official sports drink

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Who the hell watches anything because of a sponsor or quits because some sponsor is no longer around? It literally should have no impact on your viewing of a sport.

Not unless of course it was a sponsor that has some sort of shady past or poor views on something.
 
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joestevens29 said:
Who the hell watches anything because of a sponsor or quits because some sponsor is no longer around? It literally should have no impact on your viewing of a sport.

Not unless of course it was a sponsor that has some sort of shady past or poor views on something.
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Hockey fans are so quick to cover up for the NHL but you can't deny the brand power of Gatorade. If you see commericals with NFL, NBA, and MLB players in a commercial together but the NHL is left out that takes them out of the mainstream eye to casuals. Gatorade won't be the be all end all but it's definitely up there in terms of sports branding. Not saying that not having them is going to cripple the league but the league needs to get as much visibility as they can including in Gatorade commericals. Literally ever sport has a Gatorade poster boy.
 
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OG6ix said:
Hockey fans are so quick to cover up for the NHL but you can't deny the brand power of Gatorade. If you see commericals with NFL, NBA, and MLB players in a commercial together but the NHL is left out that takes them out of the mainstream eye to casuals. Gatorade won't be the be all end all but it's definitely up there in terms of sports branding. Not saying that not having them is going to cripple the league but the league needs to get as much visibility as they can including in Gatorade commericals. Literally ever sport has a Gatorade poster boy.
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Dead on. The loss of Gatorade shows other sponsors that the NHL's brand is decaying. This is also why I want Nike to take over the uniforms.
 
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BMacLeafs said:
Dead on. The loss of Gatorade shows other sponsors that the NHL's brand is decaying. This is also why I want Nike to take over the uniforms.
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Ridiculous and wrong. BioSteel has extremely good brand reputation in the professional sports scene and now that that they are a subsidiary of Canopy Growth, also have very deep pockets to pursue mainstream growth. This won’t be BioSteel’s last professional sports league sponsorship. I would bet they get one of MLB, NBA, or PGA as well in the next few years.
 
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Bjorn Le said:
Ridiculous and wrong. BioSteel has extremely good brand reputation in the professional sports scene and now that that they are a subsidiary of Canopy Growth, also have very deep pockets to pursue mainstream growth. This won’t be BioSteel’s last professional sports league sponsorship. I would bet they get one of MLB, NBA, or PGA as well in the next few years.
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In what world is Biosteel up there with Gatorade or even Powerade?
 
tarheelhockey said:
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.
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Not one person will be either attracted to or repelled from the NHL based on the “official sports drink” of the league.

Literally not one single person anywhere on earth. It’s that insignificant.
 
Bjorn Le said:
In a world you have no knowledge of, clearly. BioSteel has experienced massive market growth in the past several years.
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For what it’s worth, I see it displayed prominently in every convenience store I’ve been in lately. Though I’m in Canada, so cant speak for the US.
 
Marshmallow Man said:
Not one person will be either attracted to or repelled from the NHL based on the “official sports drink” of the league.

Literally not one single person anywhere on earth. It’s that insignificant.
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Crazy how an entire industry of marketing professionals feel that co-branding is important, when in fact it is meaningless.
 
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Bjorn Le said:
In a world you have no knowledge of, clearly. BioSteel has experienced massive market growth in the past several years.
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Which market? Canada? Because canopy has fallen so far from their peak as a company in general. You're comparing a brand like Gatorade which has decades of brand equity to a Canadian based company

www.theglobeandmail.com

How Canopy Growth, the star of Canada’s cannabis dreams, fell from grace

Canopy has encountered something much more ferocious than turbulence and its once-faithful investors aren’t sticking around
www.theglobeandmail.com www.theglobeandmail.com

Gatorade has the biggest brand loyalty and biosteel isn't even in the conversation
www.fortunebusinessinsights.com

Sports Drink Market Size, Share, Trends, Analysis, Report, 2032

The global sports drink market is projected to grow from $27.22 billion in 2021 to $36.35 billion in 2028 at a CAGR of 4.2% in forecast period [2021-2032]
www.fortunebusinessinsights.com www.fortunebusinessinsights.com

Canada is a completely different convo.
 
This reminds me of when the Pens got RC Cola to be their official soft drink for their brand new arena.

Just feels second rate, but I'm sure they offered the most cash.
 
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Saw some in the grocery store for the first time the other day (very small section), holy !@#$ is that stuff expensive...I'll stick with my Gatorade. No amount of advertising or promotion will change that
 
MetalheadPenguinsFan said:
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??
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BioSteel isn't a "hipster" brand, it's a high performance brand that is growing. I'd say it's only really common in the athlete world, especially hockey. I've only recently seen their products in grocery stores. It's not like Gatorade, which is mainly for fat people who want to pretend they are athletes, but don't want to drink water because they need to have 40g of sugar in every drink they have.
 
SomeDude said:
This reminds me of when the Pens got RC Cola to be their official soft drink for their brand new arena.

Just feels second rate, but I'm sure they offered the most cash.
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Hasn't RC cola always just been a knock of brand trying to make business being a cheaper alternative?

Biosteel at least has aspirations of being one of the top products for athletes and drunks with hangovers.
 
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joestevens29 said:
Hasn't RC cola always just been a knock of brand trying to make business being a cheaper alternative?
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RC Cola is more like a legacy brand from a generation gone by. It’s in a category with Spam, Moon Pies, Bit-O-Honey, etc. People think of them in terms of childhood in the 1950s, not the 2020s.

Announcing RC Cola as your official soft drink is like announcing that Lucky Strike cigarette vending machines will be available in the lobby.
 
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