BODYARMOR Sports Drink at the 2025 NHL Winter Classic

ABOUT THIS ENTRY

In April 2024, BODYARMOR Sports Drink became the OFFICIAL SPORTS DRINK of the NHL, marking a game-changing partnership aimed at increasing brand awareness and converting hockey’s passionate fanbase into loyal consumers. The 2025 NHL Winter Classic served as a high-impact stage for BODYARMOR to immerse itself in hockey culture and engage with fans through bold, interactive activations.

How does this represent "Excellence in Engagement"?

BODYARMOR’s activation at the 2025 NHL Winter Classic set a new benchmark for fan engagement by seamlessly integrating experiential marketing, digital amplification, and influencer-driven storytelling to create an immersive brand experience. Rather than relying solely on traditional sponsorship, BODYARMOR brought the brand to life with highly interactive, fan-first touchpoints—turning passive spectators into active participants.

From the dynamic Fan Fest activation to the “BODYARMOR IS HOCKEY” mobile hub, the brand redefined how sports drinks engage with fans in real time, fostering genuine connections through hands-on experiences, social-driven content, and exclusive access to NHL talent. The campaign extended beyond the event itself, leveraging social influencers and top-tier media integrations to bring the excitement of the Winter Classic to millions—proving that engagement isn’t just about in-person interactions but also about meeting fans where they are, across platforms.

By combining mass reach with authentic community-building, BODYARMOR’s work raises the bar for sports sponsorships, showcasing how brands can embed themselves organically into sports culture. This activation will inspire future brand partnerships to prioritize immersive, multi-channel engagement strategies that turn awareness into affinity and spectators into brand advocates.

Objective

In April 2024, BODYARMOR Sports Drink announced a multi-year partnership as the OFFICIAL SPORTS DRINK of the NATIONAL HOCKEY LEAGUE (NHL) with the joint goal of increasing brand awareness and converting new and younger consumers to drive trial and increase household penetration.

As one of the marquee sports properties in North America, the NHL has a highly engaged consumer base, with hockey as one of the fastest growing team sports amongst youth. Leveraging the brand’s newly inked partnership with the NHL, BODYARMOR Sports Drink worked to deliver impactful and engaging activations at marquee events, including the 2025 NHL Winter Classic, that tap into the sport’s dynamic culture, strengthen its presence within the hockey community and ultimately convert avid hockey fans into loyal BODYARMOR Sports Drink consumers.

Strategy & Execution

For the 2025 NHL Winter Classic, BODYARMOR executed a multifaceted activation designed to engage fans across physical and digital touchpoints, driving brand awareness and trial.

At Fan Fest in Wrigleyville, BODYARMOR built an immersive 2-day experience featuring puck shoots, accuracy contests, and product sampling. The brand took over Chicago with wrapped trains and double-decker buses, including a "BODYARMOR IS HOCKEY" bus that served as a mobile engagement hub with interactive experiences and giveaways.

Beyond the streets, BODYARMOR activated high-impact paid media, including TV sponsorship of NHL on TNT’s Studio Show and a homepage takeover on NHL.com to maximize reach. Social media and influencer partnerships with @SubwayTakes, @KickballDad, @YoungWayne00, and Blackhawks stars Taylor Hall and Alex Vlasic amplified the brand’s presence throughout the weekend.

Additionally, BODYARMOR partnered with Barstool Sports and Spittin’ Chiclets to sponsor their exclusive Live Show in Chicago, integrating the brand into the #1 hockey podcast while generating buzz through custom set pieces and giveaways.

By blending experiential marketing, digital amplification, and influencer-driven content, BODYARMOR cemented its presence in the hockey community, creating an unforgettable fan experience that extended far beyond the event itself.

Organizations

• BODYARMOR Sports Drink
• National Hockey League (NHL)
• Barstool Sports

Links

•   Website
•  Instagram
•  TikTok
•  YouTube

Featured

• 1 Hockey Podcast
• Spittin' Chiclets
• Taylor Hall
• Alex Vlasic
• SubwayTakes
• KickballDad
• YoungWayne00

Credits

Joshua Colfin
Senior Manager, PR & Communications
BODYARMOR

Zach Leniw
Manager, Partnerships
BODYARMOR

Don Rouse
VP, Partnerships
BODYARMOR

Christian Pierre
Director, Social Media
BODYARMOR

Olivia Glinka
Associate Manager, Social
BODYARMOR

Danielle Hughes
VP, Communications
BODYARMOR

Tom Gargiulo
CMO
BODYARMOR

Federico Muyshondt
CEO
BODYARMOR