The NHL Official Hydration Partnership Comes To An End After Filing Bankruptcy

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Hunter Bowman
March 21, 2024 (4:18 PM)

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Biosteel, a brand familiar to the hockey world and co-founded by ex-NHL player Mike Cammalleri in 2009, might soon be passing its title as the NHL's official hydration partner to BodyArmour, starting from the 2024-2025 season.

Despite a promising start and the endorsement of stars like Connor McDavid, Biosteel's journey has hit a rough patch, reportedly filing for bankruptcy last fall.

Originally launched with the ambition to challenge Gatorade's dominance in the sports hydration market, Biosteel quickly made its mark. It wasn't just about the product; it was about the culture around it, highlighted by the annual summer camp that drew top NHL talent, gearing up for the season ahead.

However, this rise in popularity couldn't steer the company clear of financial woes.

The turning point came in 2019 when Biosteel was sold to Canopy Growth, aiming to pivot towards a broader beverage market. Yet, the move came with its challenges, as it was revealed the company was burning through about $15 million monthly after a $366 million investment.

In the ever-evolving landscape of sports sponsorships, the potential shift from Biosteel to BodyArmour is a testament to the dynamic nature of these partnerships.

As we await official confirmation, the hope is that this new alliance will foster a mutually beneficial relationship, ushering in a prosperous era for the NHL, its players, and BodyArmour.

Source: Bladeofsteel