Gary Bettman in hot water after a major NHL sponsor files for bankruptcy
Last summer Gary Bettman and the NHL made the decision to terminate their long standing agreement with Gatorade and replaced them as the league's official hydration sponsor. Instead the league opted to sign an agreement with Biosteel to become the league's new partner. Today that deal appears to have blown up in the NHL's face.
Today NHL Super Agent, Allan Walsh released the following information that one of the NHL's biggest partners has officially filed for bankruptcy protection.
Sports drink company BioSteel files for bankruptcy protection in the U.S. and Canada.
While the filing of bankruptcy doesn't mean the company will shutdown it will almost certainly mean changes to their spending. In Q1 of this year Biosteel reportedly sold over $30,000,000 in product, but spent over $40,000,000 in marketing for the product, this marketing included nearly $12,000,000 to the NHL. This means that every single product that was being sold, was being sold at a loss.
Biosteel joins Bally Sports as key NHL partners who have filed for bankruptcy protection in 2023 as the list of Bettman's failures grows longer.
| POLL | ||
SEPTEMBRE 14 | 632 ANSWERS Gary Bettman in hot water after a major NHL sponsor files for bankruptcy Should the NHL fire Gary Bettman? | ||
| Yes, he's terrible at his job | 470 | 74.4 % |
| No, he's growing the game | 39 | 6.2 % |
| They need to consider it | 123 | 19.5 % |
| List of polls | ||
MUST READ
![Feb 13, 2025; Montreal, Quebec, CAN; [Imagn Images direct customers only] Team USA forward Matthew Tkachuk (19) celebrates with defenseman Zach Werenski (8) his goal against Team Finland in the third period during a 4 Nations Face-Off ice hockey game at Bell Centre. Mandatory Credit: David Kirouac-Imagn Images](https://i.marqueur.com/habsetlnh/medium/531044.webp "Feb 13, 2025; Montreal, Quebec, CAN; [Imagn Images direct customers only] Team USA forward Matthew Tkachuk (19) celebrates with defenseman Zach Werenski (8) his goal against Team Finland in the third period during a 4 Nations Face-Off ice hockey game at Bell Centre. Mandatory Credit: David Kirouac-Imagn Images")
![Feb 13, 2025; Montreal, Quebec, CAN; [Imagn Images direct customers only] Team USA forward Matthew Tkachuk (19) celebrates with Team USA forward Auston Matthews (34) his goal against Team Finland in the third period during a 4 Nations Face-Off ice hockey game at Bell Centre. Mandatory Credit: David Kirouac-Imagn Images](https://i.marqueur.com/habsetlnh/medium/530978.webp "Feb 13, 2025; Montreal, Quebec, CAN; [Imagn Images direct customers only] Team USA forward Matthew Tkachuk (19) celebrates with Team USA forward Auston Matthews (34) his goal against Team Finland in the third period during a 4 Nations Face-Off ice hockey game at Bell Centre. Mandatory Credit: David Kirouac-Imagn Images")
![Feb 15, 2025; Montreal, Quebec, CAN; [Imagn Images direct customers only] Team Canada head coach Jon Cooper in the first period during a 4 Nations Face-Off ice hockey game against Team United States at the Bell Centre. Mandatory Credit: Eric Bolte-Imagn Images](https://i.marqueur.com/habsetlnh/medium/530962.webp "Feb 15, 2025; Montreal, Quebec, CAN; [Imagn Images direct customers only] Team Canada head coach Jon Cooper in the first period during a 4 Nations Face-Off ice hockey game against Team United States at the Bell Centre. Mandatory Credit: Eric Bolte-Imagn Images")
![Feb 20, 2025; Boston, MA, USA; [Imagn Images direct customers only] Team Canada forward Connor McDavid (97) celebrates scoring in overtime to win with defenseman Devon Toews (5) and defenseman Cale Makar (8) and forward Mitch Marner (16) against Team USA during the 4 Nations Face-Off ice hockey championship game at TD Garden. Mandatory Credit: Brian Fluharty-Imagn Images](https://i.marqueur.com/habsetlnh/medium/530869.webp "Feb 20, 2025; Boston, MA, USA; [Imagn Images direct customers only] Team Canada forward Connor McDavid (97) celebrates scoring in overtime to win with defenseman Devon Toews (5) and defenseman Cale Makar (8) and forward Mitch Marner (16) against Team USA during the 4 Nations Face-Off ice hockey championship game at TD Garden. Mandatory Credit: Brian Fluharty-Imagn Images")
![Feb 17, 2025; Boston, MA, USA; [Imagn Images direct customers only] Team Canada forward Brandon Hagel (38) controls the puck during the first period in a 4 Nations Face-Off ice hockey game against Team Finland at TD Garden. Mandatory Credit: Bob DeChiara-Imagn Images](https://i.marqueur.com/habsetlnh/medium/530840.webp "Feb 17, 2025; Boston, MA, USA; [Imagn Images direct customers only] Team Canada forward Brandon Hagel (38) controls the puck during the first period in a 4 Nations Face-Off ice hockey game against Team Finland at TD Garden. Mandatory Credit: Bob DeChiara-Imagn Images")
![Feb 15, 2025; Montreal, Quebec, CAN; [Imagn Images direct customers only] Team Canada goalie Jordan Binnington (50) stops Team United States forward Matthew Tkachuk (19) in the first period during a 4 Nations Face-Off ice hockey game at the Bell Centre. Mandatory Credit: Eric Bolte-Imagn Images](https://i.marqueur.com/habsetlnh/medium/530819.webp "Feb 15, 2025; Montreal, Quebec, CAN; [Imagn Images direct customers only] Team Canada goalie Jordan Binnington (50) stops Team United States forward Matthew Tkachuk (19) in the first period during a 4 Nations Face-Off ice hockey game at the Bell Centre. Mandatory Credit: Eric Bolte-Imagn Images")
![Feb 20, 2025; Boston, MA, USA; [Imagn Images direct customers only] Team Canada forward Brad Marchand (63) lifts the 4 Nations Face-Off trophy after winning against Team USA in overtime during the 4 Nations Face-Off ice hockey championship game at TD Garden. Mandatory Credit: Brian Fluharty-Imagn Images](https://i.marqueur.com/habsetlnh/medium/530800.webp "Feb 20, 2025; Boston, MA, USA; [Imagn Images direct customers only] Team Canada forward Brad Marchand (63) lifts the 4 Nations Face-Off trophy after winning against Team USA in overtime during the 4 Nations Face-Off ice hockey championship game at TD Garden. Mandatory Credit: Brian Fluharty-Imagn Images")
![Feb 17, 2025; Boston, MA, USA; [Imagn Images direct customers only] Team Canada defenseman Josh Morrissey (44) and forward Anthony Cirelli (71) try and find the loose puck during the second period in a 4 Nations Face-Off ice hockey game against Team Finland at TD Garden. Mandatory Credit: Bob DeChiara-Imagn Images](https://i.marqueur.com/habsetlnh/medium/530722.webp "Feb 17, 2025; Boston, MA, USA; [Imagn Images direct customers only] Team Canada defenseman Josh Morrissey (44) and forward Anthony Cirelli (71) try and find the loose puck during the second period in a 4 Nations Face-Off ice hockey game against Team Finland at TD Garden. Mandatory Credit: Bob DeChiara-Imagn Images")
