Photo credit: Youtube

This past April, the NHL agreed to bring in Bodyarmor as their latest hydration sponsor. Previously, it was Biosteel, and before that, it was Gatorade.

Unfortunately, the NHL is not overly thrilled about the Chicago Blackhawks’ star forward signing a new endorsement deal with a competitor to their new sponsorship partner.

Bedard looks to be in line for the next face of the NHL, but now the NHL world is wondering how Commissioner Bettman feels about it.

The sense is that he isn’t happy about one of the games top stars signing with a competitor. When situations like this happen, it can create a ton of tension. Which then the NHL will attempt to do damage control to maintain a help relationship with their new sponsor.

As for Bedard, this endorsement deal with Gatorade is a big deal. Not every Canadian athlete gets the opportunity to sign with the mega-hydration drink company. This agreement can also be very lucrative, especially given the marketing campaign.

Bedard joins Pittsburgh Penguins star Sidney Crosby, Toronto Maple Leafs assistant GM Hayley Wickenheiser, and PWHL Montreal star Marie-Philip Poulin as the only hockey players to sign with the company.

Only time will tell what happens between Bedard and Commissioner Bettman and how the relationship will be affected.