Toronto-based sports nutrition brand BioSteel has entered into a content partnership agreement with the Canadiens, the company's first pro hockey deal and second with a sports franchise, joining the Raptors. BioSteel's roster of athlete endorsers includes Oilers C Connor McDavid, Stars C Tyler Seguin, Cowboys RB Ezekiel Elliott, golfer Brooke Henderson, Blue Jays P Marcus Stroman and T'Wolves F Andrew Wiggins (BioSteel).
GOT MILK: CytoSport yesterday signed Dodgers SS Corey Seager to endorse its Muscle Milk brand. Seager will be featured in marketing collateral at retail locations throughout Southern California, as well as in digital and social content and brand experiences (CytoSport).
JACKED UP: Sabres C Jack Eichel has "signed his third product endorsement deal, this time to promote" BodyArmor sports drink. His image in a blue hockey sweater, minus the Sabres logo, will be "used on billboards, print and electronic ads." He will also "make some in-store appearances" at Buffalo-area supermarkets on behalf of BodyArmor. Terms were not disclosed. The BodyArmor deal "follows others Eichel has previously signed with Bauer and Tim Hortons" (BIZJOURNALS.com, 11/11).
