Toronto-based sports nutrition company BioSteel this week signed OHL Erie Otters C Connor McDavid, the presumptive No. 1 pick in the '15 NHL Draft, to a full use-of-likeness endorsement deal. BioSteel, which has sold its signature pink sports drink in powder form since its inception in ’09, plans to market the Canadian launch of a ready-to-drink version in November around the 17-year-old McDavid, as well as fellow endorsers Canadiens G Carey Price and T’Wolves F Andrew Wiggins. Terms of the deal were not disclosed. BioSteel President John Celenza said of signing McDavid prior to him turning pro, “Connor is a bit unique in the sense that in Canada he’s a national presence, so he’s becoming a bit of national brand." He added, "Unlike the NCAA, you do have a chance to endorse these athletes that play in the OHL, so we thought, why not?" The company plans to use McDavid’s likeness in point-of-sale displays for the new product. BioSteel on Monday recorded on-ice footage for a TV commercial that will coincide with the drink launch. The creative will be similar to the company’s spot featuring Wiggins that was released in August. Celenza said BioSteel plans to push McDavid at the '14 World Junior Championships, the '15 Memorial Cup and the Draft.
