BioSteel sponsors many NHL players including Connor Bedard and Connor McDavid. On top of this, you can find players drinking it during any game behind the bench.
BioSteel was originally made by former NHLer Mike Cammalleri as an alternative to other drinks like Gatorade.
Its parent company has reported that BioSteel loses money on every single unit it sells. We will now wait and see if the NHL continues its partnership with BioSteel or if they will transition into another beverage.