Other Sports

Gatorade and NHL end partnership

Sports drink brand Gatorade has announced that it will not be renewing its partnership with the National Hockey League (NHL). The announcement comes following a shift in Gatorade’s sports marketing strategy. 

Gatorade stated that the two parties were no longer aligned on the financial commitment to renew but confirmed that it will remain to have a presence in ice hockey.

Jeff Kearney, Global Head of Sports Marketing, Gatorade, said:

The NHL has been a great partner for years, and while we weren’t aligned on the financial commitment to renew, Gatorade will continue to have a presence in hockey.

We’ve had to be very thoughtful about where our resources, both people and funds, are going. So for us, we didn’t want to over-commit in one space, instead focusing on reaching as many athletes as we can.

We view ourselves as both a supplier of best-in-class equipment to help the athlete and the partner, but also a partner that when we work together can make an impact. We’re just trying to move sports and our partnerships forward in that fashion, taking a different lens on all the relationships that we currently have and that we’re building in the future.

Gatorade had been a sponsor of the NHL since 2006. Most recently, in 2018, Gatorade’s parent company PepsiCo and the NHL had renewed their deal.

Moving ahead, Gatorade has announced that it will be entering the metaverse, fantasy sports and Web3 along with strengthening its athlete roster. 

Aditya Chaudhuri

Hailing from the City of Joy, the things that bring me joy are cricket, a good non-tilt CS:GO session, F1 and movies.

Share
Published by
Aditya Chaudhuri
Tags: GatoradeNHL

Recent Posts

SMC Global joins the South Africa – India series

SMC Global revealed as Associate Partner Financial services firm SMC Global has been announced as…

5 hours ago

CSA teams up with FlySafair

Multi-year deal announced South Africa's cricket board, Cricket South Africa (CSA) has announced a new…

5 hours ago

Afghanistan vs Bangladesh 2nd ODI: Preview and Predictions

Bangladesh looking to keep series alive After a disappointing opening game performance by the visitors,…

5 hours ago

Sri Lanka vs New Zealand 1st T20I: Preview and Predictions

Can New Zealand recreate the magic from India? After picking up a historic series win…

5 hours ago

UEFA Champions League 2024/25 Gameweek 4 Review

In this article, we take a look at all the action from Gameweek 4 of…

18 hours ago

One Position Every PL Club Need To Address This Transfer Window: Part-1

With less than two months remaining until the 2025 Winter Transfer Window, most Premier League…

2 days ago