NHL, NHLPA announce BODYARMOR as official sports drink partner in multi-year deal

Through this deal, BODYARMOR's logo will be displayed for the first time all over the league on April 20, the first day of the 2024 Stanley Cup Playoffs.

The National Hockey League (NHL), and its players’ association, National Hockey League Players’ Association (NHLPA), have scripted a new multi-year North American partnership with the American sports drink brand owned by The Coca-Cola Company, BODYARMOR.

Following this association, the brand has become NHL and NHLPA’s official sports drink partner. Through this deal, BODYARMOR’s logo will be displayed for the first time all over the league on April 20, the first day of the 2024 Stanley Cup Playoffs.

As part of the deal, BODYARMOR will supply NHL players with its BODYARMOR Sports Drink on game and practice benches, as well as, off the ice field in locker rooms and training areas. BODYARMOR’s insignia will additionally appear on NHL benches during games on hydration lines such as coolers, spray bottles, and towels.

Kyle McMann, NHL Senior Vice President, Global Business Development, said, “As an industry leader in sports hydration, BODYARMOR is a natural fit to bring on as our Official Sports Drink partner. This is a game-changing partnership. The BODYARMOR team shares in our vision to grow the game, and beyond hydrating the best hockey Players in the world on and off the ice, BODYARMOR will be woven into core NHL fan engagement and youth initiatives along with a robust presence across our efforts to promote NHL prospects. We’re thrilled to welcome BODYARMOR to the NHL family and look forward to working together to engage our passionate fans.”

Tom Gargiulo, CMO of BODYARMOR Sports Nutrition, commented, “The NHL is a marquee sporting property in North America and hockey is one of the fastest-growing team sports, so we couldn’t be more excited to partner with the League and the Players as their Official Sports Drink. NHL Players demand the best in hydration, so we’re proud to be able to provide BODYARMOR Sports Drink options to some of the best athletes in the world.”

Jasmine Lew, NHLPA Senior Director, Business Operations & Associate Counsel, said, “We’re extremely excited to team-up with BODYARMOR, and their best-in-class hydration products, as the Official Sports Drink partner of the NHLPA and NHL. The combination of the Players’ world-class skill on the ice, along with their ever-increasing audience and accessibility off of it, will be showcased through this new partnership. We are proud to be in a position to amplify BODYARMOR’s enthusiasm for growing the sport alongside the importance of hydration.”

In addition to product placement, BODYARMOR, the NHL, and the NHLPA will work together on exclusive custom content and key media integrations involving elite NHL players.

Edmonton Oilers superstar Connor McDavid, said, “BODYARMOR is unlike anything else out on the market today, and that was a big reason why I joined the team. They provide the best in hydration and have a ton of momentum lately with expanding to Canada – so teaming up with the NHL and NHLPA was a perfect next step and I’m excited to be a part of it as the brand continues to grow.”

The broad collaboration also expands the company’s reach to the youth level, as BODYARMOR will promote and expose young fans in local communities to the sport of hockey through NHL STREET, the NHL’s official youth hockey league that allows kids to learn as well as play hockey, and as a partner of the Under-18 International Ice Hockey Federation (IIHF) youth tournament.

To commemorate the launch and highlight the brand’s dedication to hockey, BODYARMOR is introducing a new program called ‘ICE ON US’, which will provide hockey fans with FREE access to select ice hockey rinks throughout the United States and Canada on June 8.

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