Competitive Edge - Sports & Entertainment Marketing News

BioSteel Cements Its Position as Sports Hydration Drink of the Ice and Becomes Official Sports Hydration Partner of Six National Hockey League Franchises


BioSteel Sports Nutrition Inc. (“BioSteel”) today announced a series of multi-year partnerships that expand its growing presence in the National Hockey League (NHL®) and name the brand the new Official Sports Hydration Partner of six franchises: the Anaheim Ducks, Carolina Hurricanes, Chicago Blackhawks, Columbus Blue Jackets, Pittsburgh Penguins and Tampa Bay Lightning.

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Discussion Questions:

  1. What is sponsorship?
  2. Why do businesses and brands sponsor sports teams?
  3. How do you think they determine which sports teams to sponsor?
  4. What is a sponsorship category?
  5. What type of business is BioSteel Sports Nutrition?
  6. Why would BioSteel be interested in becoming the “Official Sports Hydration Partner” of a NHL hockey franchise?
  7. What does exclusivity mean as it relates to sponsorship?
  8. Which NHL teams did BioSteel partner with?
  9. Why do you think they chose to partner with those teams?
  10. What do you think they hope to accomplish with these sponsorship deals?
  11. What is sponsorship activation?
  12. Why is it important?
  13. How is BioSteel activating these NHL sponsorships? Be prepared to provide specific examples, based on what you learned in this news story.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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