Connor Bedard has inked one of his first major brand endorsements, signing on with Vancouver-based lululemon for a sponsorship deal ahead of tomorrow’s NHL Draft, where he is expected to go No. 1 overall to the Blackhawks. Bedard, who also hails from Vancouver, joins Maple Leafs C John Tavares as NHL players endorsing lululemon. Lululemon’s other sports deals include sponsorship of Team Canada through the 2028 L.A. Games (as well as a number of individual athletes on Team Canada), former NBAer and current collegiate golfer JR Smith (an NIL deal at N.C. A&T), Canadian tennis player Leylah Fernandez, Alfa Romeo F1 driver Zhou Guanyu and Jazz G Jordan Clarkson. Bedard is repped by Newport Sports Management. Lululemon did not use an agency to negotiate the deal, as the brand's sports marketing team develops all ambassador partnerships. There are no plans for TV ads during the NHL Draft, as the effort will be a social media-driven campaign.
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