NHL finds new sponsor as company partnered with McDavid goes bankrupt

Earlier today, the NHL announced Bodyarmor as the new sponsor for the official energy drink of the NHL. The move comes as their previous sponsor, Biosteel, filed for bankruptcy.

As a company, Biosteel was mostly represented by Oilers superstar Connor McDavid in the NHL. Although the company filed for bankruptcy and lost plenty of media deals, Biosteel is still listing McDavid as one of the premier ambassadors of the brand - despite McDavid reportedly cutting ties with them during the bankruptcy proceedings.






It's certainly an odd look for BioSteel to continue to represent McDavid as a brand ambassador even after their business ties together have been severed. It is possible that this just got lost in their company's problems, but falsely claiming McDavid as a sponsor isn't a great look for the company, or McDavid.


As a social media user pointed out, McDavid's agent and lawyers are likely on top of this, especially considering that McDavid has already drawn up a deal with the new drink sponsor Bodyarmor. It didn't take long for McDavid to switch up, but it looks like BioSteel is still holding on. It's a very minor issue, and something totally off-ice that McDavid isn't paying attention to - but it's something that should be on the agenda.