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Zug, Switzerland / Erding, Germany – North American sports drink brand BioSteel is entering into a three-year partnership for the IIHF Ice Hockey World Championship through to the end of 2024. For the first time, BioSteel will be an Official Partner at the 2022 IIHF Ice Hockey World Championship in Finland and the 2022 IIHF Ice Hockey World Championships Division 1 A & B in Slovenia and Poland this year.
Antonios Karagiannakis, Head of International Sales, BioSteel, said: "We are delighted about the partnership and the opportunity to be represented at the IIHF Ice Hockey World Championships until 2024. The best players in the world are meeting there and the dynamic and fast-paced sport demands only the best when it comes to beverages during and after the game. BioSteel offers Clean. Healthy. Hydration. and this partnership demonstrates the value of a clean daily hydration routine."
The partnership includes supplying all players with BioSteel sports hydration drinks and products, water bottles and towels, as well as placing logos in the penalty box. BioSteel sports drinks feature zero sugar, all five essential electrolytes and no artificial flavours or preservatives. BioSteel will also play an important role during the 2022 IIHF World Championship, which will take place in Tampere and Helsinki, Finland, from 13 to 29 May.
Claude Hollenstein, Head of Ice Hockey, Infront, said: "This is the latest in a series of sponsorships for the IIHF Ice Hockey World Championship, and the addition of a new brand like BioSteel again underlines the appeal of the tournament. The company's three-year commitment makes it clear that it sees a long-term platform in top international ice hockey."
Founded by former NHL professional Michael Cammalleri and his business partner John Celenza, BioSteel has achieved a reputation for being the hydration product of choice for athletes and consumers looking for a healthy alternative. The brand is committed to using premium ingredients, maintaining product transparency, and delivering essential nutrients needed to support physical activity. In North America, BioSteel has numerous partnerships with renowned athletes such as NHL superstars Connor McDavid and Tyler Seguin and federations such as USA Hockey. In Germany, BioSteel's partners include the Eisbären Berlin and the Kölner Haie.
"By working with the IIHF Ice Hockey World Championship, we are expanding our cooperations in the field of ice hockey perfectly and bringing the BioSteel brand closer to a sports-loving audience in Europe," emphasises Tim Mörtl, COO & General Counsel at alpha trading solutions, the sales, marketing, and logistics partner of BioSteel products in Europe.
BioSteel is a North American beverage brand committed to delivering premium Clean. Healthy. Hydration. to consumers and athletes across the globe. Each BioSteel sports drink is sugar-free and comes in an eco-friendly Tetra Pak filled with premium ingredients, natural flavors and essential nutrients needed to support physical activity. Perfect for everyone from health and environmentally conscious consumers to world class athletes, BioSteel hydration products are currently readily available across North America, globally with select retail partners, and direct to consumers online through www.biosteel.com.