Great read on the BioSteel deal. This deal was originally established last October, but waited until the season was over to announce out of respect for Gatorade.
Also noted here was that even though the bottles said Gatorade, it wasn't what they were necessarily drinking.
Wish there was more fanfare around the announcement of this deal.
Also makes me wonder what other "deals" they have on the go.
I could totally be reading this wrong, but the article noted sponsership sales from this category double from 623million to 1.14'billion...
Not sure exactly what that means, but it's good either way. I read it as sponsorship sales: ie Gatorade doubled?
https://theathletic.com/3404638/2022/07/07/nhl-nhlpa-biosteel/?amp=1