Multi-million dollar deal officially confirmed for the NHL

It's been a while since the rumor was circulating that a major change would soon be made in the NHL, and we finally have confirmation.

Starting from the beginning of the playoffs, it will be the end of an important partnership between the NHL and the sports drink BioSteel, and BodyArmor, owned by the giant Coca-Cola, will become the new official sports drink of the NHL and the NHLPA.

"BodyArmor is the new official sports drink of the NHL and the NHLPA, starting from the beginning of the 2024 NHL Stanley Cup playoffs, replacing BioSteel. The agreement extends through the 2028-29 season.

Branding on the benches, boards, penalty benches, etc., will begin during the playoffs this month." - David Pagnotta

It's rare to see such a change in the middle of the season, but the National Hockey League will not wait until next year before making all the necessary changes to now include BodyArmor in its activities, including advertising branding on benches, boards, penalty benches, etc.

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After the failure of BioSteel, let's hope this new partnership can last a good while, as did Gatorade, before ending its association after nearly 12 years in 2022.

It's also interesting to know that the agreement between the NHL and BodyArmor will be in effect until the end of the 2028-2029 season.

Previously on habslatest

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Another positive update confirmed in the Canadiens organization today

Last-minute announcement from the Canadiens organization on injury