BodyArmor has signed on as the official sports drink of 4 Nations Face-Off and made Panthers LW Matthew Tkachuk its newest athlete endorser under a multiyear agreement. Tkachuk will represent the U.S. in 4 Nations Face-Off, the seven-game international competition owned and operated by the NHL and NHLPA that begins Wednesday in Montreal. BodyArmor became the NHL and NHLPA’s official sports drink partner prior to the 2024 Stanley Cup Playoffs in a deal that runs through the 2028-29 season.
Tkachuk will be featured in national marketing campaigns for BodyArmor during 4 Nations Face-Off, as well as local market retail events, out-of-home advertising, and in digital and social media activations. Oilers C Connor McDavid, who will represent Canada in the tournament, is also a BodyArmor endorser and will be featured in BodyArmor marketing.
4 Nations Face-Off has been a commercial hit for Tkachuk, who also signed a deal with Perry Ellis ahead of the tournament. Tkachuk, who is represented by Craig Oster of Newport Sports Management, told SBJ the combination of the Panthers’ Stanley Cup victory last season and the introduction of 4 Nations Face-Off has resulted in increased attention from brands in recent months. He will be among the faces of a U.S. squad that also includes his brother, Senators LW Brady Tkachuk, as well as Maple Leafs C Auston Matthews and Golden Knights C Jack Eichel.
