BODYARMOR Sports Drink announced a fresh, multi-year North American partnership with the National Hockey League (NHL) and National Hockey League Players’ Association (NHLPA), marking its official entry as the "Official Sports Drink" partner of both entities. Making its debut on Saturday, April 20, coinciding with the launch of the 2024 Stanley Cup Playoffs, the BODYARMOR brand will be prominently showcased across the League.
Under this collaboration, BODYARMOR will provide hydration to NHL Players with its Sports Drink during games, practices, and off-ice sessions in locker rooms and training facilities. The brand's logo and branding will adorn hydration stations, including coolers, squirt bottles, and towels, on NHL benches during games.
Kyle McMann, NHL Senior Vice President of global Business Development, expressed enthusiasm about the partnership, stating that BODYARMOR's expertise in sports hydration aligns perfectly with the League's vision for growth. Tom Gargiulo, CMO of BODYARMOR Sports Nutrition, echoed this sentiment, highlighting the brand's commitment to providing top-tier hydration options to elite athletes.
Jasmine Lew, NHLPA Senior Director, Business Operations & Associate Counsel, emphasized the partnership's potential to showcase the Players' skills both on and off the ice. The collaboration will also involve exclusive content creation and media integrations featuring prominent NHL Players, including Connor McDavid, the 2023 Hart Memorial Trophy winner.
Connor McDavid himself expressed excitement about joining forces with BODYARMOR, praising the brand's unique hydration offerings and its recent expansion into Canada. The partnership extends beyond professional hockey, with BODYARMOR supporting youth hockey initiatives such as NHL STREET and the Under-18 International Ice Hockey Federation (IIHF) youth tournament.
To celebrate the launch, BODYARMOR is introducing 'ICE ON US,' a program offering free entry to select ice hockey rinks across the United States and Canada on Saturday, June 8. This initiative underscores the brand's dedication to hockey and its commitment to fostering community engagement.
Having disrupted the sports drink category for over a decade, BODYARMOR's partnership with the NHL and NHLPA marks a significant milestone, following its successful expansion into Canada earlier in 2024.