Connor Bedard Joins Connor McDavid, Also Drops BioSteel

Connor McDavid severed his promotional ties with Canadian hydration drink BioSteel in January.

Now so has another big-name Connor: Connor Bedard.

Connors in camp last fall. Connor Bedard (left, white jersey) and Connor McDavid on ice at BioSteel NHL Camp in Halifax, Nova Scotia. Source: BioSteel

Newport Sports Management, Inc., the Mississauga, Ontario agency that handles the Blackhawks rookie’s contractual and sponsorship affairs, confirmed Bedard no longer has a relationship with BioSteel.

And neither does the NHL.

BodyArmor replaced BioSteel as the “official sports drink partner” of the league and the NHL Players’ Association in a deal announced on Tuesday. BodyArmor was purchased by Coca-Cola for $5.6 billion (U.S.) in 2021 and recently moved into Canada.

BioSteel Bankrupt, Not Paying Sports Partners

BioSteel filed for bankruptcy last September when its parent, Canopy Growth Corporation, said it was no longer willing to fund the hydration brand after it was burning too much money. BioSteel has skipped payments to sports partners and reportedly owes the NHL at least $6 million (U.S.).

The BodyArmor brand will debut in NHL rinks on Saturday, April 20 on the opening day of the playoffs. It’s sports drinks will be on benches at games and practices, and in dressing rooms and training facilities. The BodyArmor name, logo and branding will appear on coolers, squirt bottles and towels.

McDavid poses with BodyArmor in brand shot. BodyArmor Photo

A three-time Hart Trophy winner, McDavid signed with BodyArmor in early 2024 after being associated with BioSteel since 2014 when he was a junior player with the OHL Erie Otters. McDavid on Monday became just the fourth NHLer to record 100 assists in a single season.

Bedard, now the NHL’s leading rookie scorer, signed a deal with BioSteel back on Aug. 8, 2022 when he still was with the WHL Regina Pats. That was almost a year before the Blackhawks made him the No. 1 pick in the 2023 NHL draft.

It’s not known if BodyArmor is pursuing Bedard as a marketing partner. A frontrunner for the 2023-24 Calder Trophy, Bedard’s most recent new promotional deal was signed with CIBC (Canadian Imperial Bank of Commerce), announced last December.

“One of the unique things about the NHL fan is that they’re very exclusive to the sport,” BodyArmor chief marketing officer Tom Gargiulo said. “There’s not a whole lot of overlap with other sports leagues. And then when you look at how passionate and how avid they are, it’s unbelievable. It’s one of the most passionate fans in all of professional sports.”

Also in the BodyArmor stable is Toronto Blue Jays first baseman Vladimir Guerrero, Jr.