Beginning with the 2022-23 NHL regular season, fans will see NHL players hydrate with BioSteel at every NHL game North America. BioSteel products are used on every bench, penalty box and goal net. Additionally, BioSteel will have a year-round platform to enable branding programs with NHL brands, logos, teams and players, including at the NHL Scouting Combine and NHL Draft, which will next include a new BioSteel-sponsored Prospects Portal on NHL.com – Generation content including NHL Central Scouting leaderboards, player reports, NHL Scouting Combine stats and results, interviews and more about potential future NHL players. BioSteel will also be a Presenting Partner on a prominent NHL social platform to be announced at a later date. As part of its continued effort to bring water to the next generation, BioSteel will also be the presenting partner of the Hobe baker Memorial Award, presented to the nation’s top NCAA ice hockey player.
BioSteel was born in an NHL locker room to a retired NHL player. Michael Cammalleriand his business partner John Celenza, a former NHLPA intern, set out to offer athletes a “better” drinking option. After introducing a sugar-free formula that contains essential electrolytes and no artificial flavors or preservatives, the brand quickly became highly sought after in professional sports and regularly found in athletes’ lockers North America, including many in the NHL. To this day, BioSteel is coming full circle from its authentic hockey roots as the brand continues to establish itself as the sports drink of choice for those seeking a cleaner, healthier hydration option.
“Hockey has been an integral part of the BioSteel brand since day one, when we set out to provide a cleaner, healthier drinking product for me and athletes around the world,” he said Michael Cammalleri, NHL veteran and co-founder and co-CEO of BioSteel. “Seeing this brand become an official drinking partner of the NHL is truly a moment to come full circle and we are so proud to be working with the league and the players’ association to keep players hydrated both on and off of ice cream and a new generation of fans of our brand and our products.”
“We are very excited to announce our new long-term partnership with BioSteel – an authentic brand that was born in the locker room and built by and for hockey players,” he said Keith Wachtel, Chief Business Officer and Senior Executive Vice President of the NHL. “BioSteel is a highly motivated and committed partner who will bring our sport to fans through their distribution channels like never before. The NHL, our players and our fans will benefit significantly from this partnership.”
“We are very excited to announce this partnership, making BioSteel the Official Sports Hydration Partner of the NHLPA and the NHL,” he said Matthew Schneider, NHLPA Special Assistant to the Executive Director. “BioSteel has a long association with NHL players emerging in and around NHL locker rooms, and we are excited to now have the opportunity to leverage our players’ profile and reach to expand this partnership with BioSteel and the NHL and strengthen.”
Founded in 2009 by Cammalleri and Celenza, BioSteel has earned a reputation for being the drink of choice for athletes and consumers looking for a sugar-free alternative. The brand is committed to using premium ingredients, maintaining product transparency and providing essential electrolytes needed to support physical activity. Each electrolyte-packed sports drink comes in an eco-friendly 16.7 fl oz Tetra Pak, and the flavor range includes Blue Raspberry, Mixed Berry, Peach Mango, Rainbow Twist, and White Freeze to keep athletes and health-conscious consumers hydrated throughout the day .
BioSteel products are available in all stores North Americaworldwide with selected retail partners or directly online via biosteel.com to consumers.
NHL and NHL Shield are registered trademarks and the NHL Draft name and logo are trademarks of the National Hockey League. © NHL 2022. All rights reserved.
NHLPA, National Hockey League Players’ Association, and the NHLPA logo are registered trademarks of the NHLPA and are used under license. © NHLPA. All rights reserved.
BioSteel is a North American beverage brand dedicated to providing Premium Clean. Healthy. hydration. to consumers and athletes around the world. Each BioSteel sports drink is sugar-free and comes in an eco-friendly Tetra Pak filled with quality ingredients, natural flavors and essential electrolytes needed to support physical activity. Perfect for everyone from the health and environmentally conscious consumer to the world class athlete, BioSteel drinking products are widely available today North Americaworldwide with selected retail partners and direct to consumers online via www.biosteel.com.
About the NHL
Founded in 1917, the National Hockey League (NHL®) is made up of 32 member clubs. Each team roster reflects the league’s international makeup, with players from more than 20 countries represented, all competing for the most coveted and historic trophy in professional sports – the Stanley Cup®. Each year, the NHL entertains more than 670 million fans in the arena and through its affiliates on national television and radio; more than 191 million followers – league, team and player accounts combined – on Facebook, Twitter, Instagram, Snapchat, TikTok and YouTube; and more than 100 million fans online at NHL.com. The league broadcasts games in more than 160 countries and territories through its rights holders, including ESPN, gymnast sports and NHL NetworkMC in the US; Sportsnet and TVA Sports in Canada; Viaplay in the Nordic region; and video surveillance and Tencent in China; and reaches fans worldwide with games streamable in any country. Fans can interact with the league’s digital assets through the free NHL® mobile app; across nine social media platforms; on SiriusXM NHL Network Radio™; and on NHL.com, available in eight languages and providing unprecedented access to player and team stats, as well as all regular-season and playoff boxing scores since the league’s inception, powered by SAP. NHL Original Productions and NHL Studios produce compelling original programming with unparalleled access to players, coaches, and league and team personnel for distribution across the NHL’s social and digital platforms.
The NHL is committed to building healthy and vibrant communities that use the sport of hockey to celebrate fans of every race, color, religion, nationality, gender identity, age, sexual orientation and socioeconomic status. The NHL’s Hockey Is For Everyone™ initiative affirms that the official policy of sport is inclusion on the ice, in the locker rooms, boardrooms and stands. The NHL is expanding access and opportunities for people of all backgrounds and abilities to play hockey, fostering more inclusive environments, and expanding the game with a greater variety of participants. To date, the NHL has more than invested 100 million dollars in youth hockey and grassroots programs, with a commitment to make additional investments 5 million dollars for diversity and inclusion programs next year.
About the National Hockey League Players’ Association
The National Hockey League Players’ Association (NHLPA), formed in 1967, is a union whose members are the players of the National Hockey League (NHL). The NHLPA works for players across disciplines such as industrial relations, product licensing, marketing, international hockey and community relations, all to further their efforts to advance their members and the game of hockey. In 1999, the NHLPA created the Goals & Dreams Fund so players could give back to the game they love. Over the past 22 years, more than 80,000 deserving children in 34 countries have benefited from player hockey equipment donations. NHLPA Goals & Dreams has donated more than 25 million dollars to grassroots hockey programs, making it the largest program of its kind. For more information about the NHLPA, visit www.nhlpa.com.
SOURCE BioSteel Sports Nutrition Inc.