By Basil Stroh
NHL Public Relations
NEW YORK (May 6, 2025) – PLYRS sports hydration drink and the National Hockey League (NHL) today announced a new multiyear international partnership, naming PLYRS an Official NHL Partner with marketing rights in key European markets.
The new partnership provides PLYRS with an array of international marketing rights that will connect the brand with the NHL and its fans throughout Europe. PLYRS will leverage the partnership to create NHL branded displays at retail stores across Europe that sell PLYRS products and PLYRS will have access to utilize NHL players in marketing campaigns through the National Hockey League Players’ Association (NHLPA) and its group player rights. Edmonton Oilers forward Leon Draisaitl will be a PLYRS brand ambassador as part of the partnership.
PLYRS will utilize the NHL’s vast marketing, digital, and social media channels to create co-branded campaigns, which include NHL.com international websites and country specific NHL social media channels throughout Europe. PLYRS will also interact with fans on the grassroots level across Europe at NHL fan events with product sampling and other unique activations at future Hockey Day in Sweden, Hockey Day in Finland, and Hockey Day in Czechia fan events and at the NHL Global Fan Tour. The NHL Global Fan Tour offers fans the opportunity to hone their hockey skills with a myriad of interactive hockey-themed activities for fans of all ages, street hockey clinics, special guest appearances, hockey trivia, and more.
“We are thrilled to welcome PLYRS to the NHL, so we can work together on developing creative fan-facing activations to engage our passionate fans in Europe and PLYRS consumers in exciting ways,” said Joe Stravato, NHL Director, Business Development. “We look forward to launching our efforts together and bringing the NHL brand to more fans in Europe through this partnership.”
“PLYRS sports hydration brand roots are in ice hockey, which is why this official NHL partnership is such an important milestone for us,” said Tim Mörtl, PLYRS CEO. “As one of the most prestigious and exciting sports leagues in the world, the NHL inspires millions of people across Europe. Together, we are bringing that excitement closer – by providing players of all levels with premium hydration and creating authentic NHL brand moments throughout Europe.”
“For me, the partnership between the NHL and PLYRS looks like a perfect match. I hope that this collaboration will not only promote the great line of PLYRS’ products, but also bring further attention to our sport and the NHL in Europe,” said Leon Draisaitl, NHL superstar who has just finished the NHL regular season as the League’s top goal scorer and has been nominated for the 2024-25 Hart Memorial Trophy – awarded “to the player adjudged to be the most valuable to his team” for the third time in his career.
The NHL continues to create more touchpoints to serve its growing European fanbase including NHL Saturday and NHL Sunday broadcasts where PLYRS will have the opportunity to have brand presence on the League’s Digitally Enhanced Dasherboards during these broadcasts. Originally introduced in 2018, NHL Saturday and NHL Sunday broadcast windows were created to provide more games in popular time slots to a dedicated fanbase abroad. The NHL and its international media partners have steadily increased the offering of NHL Saturday and NHL Sunday games to meet the growing appetite globally for hockey and the League’s biggest stars.
About the NHL
The National Hockey League (NHL), founded in 1917, consists of 32 Member Clubs. Each team roster reflects the League’s international makeup with players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports – the Stanley Cup. Every year, the NHL entertains more than 670 million fans in-arena and through its partners on national television and radio; more than 191 million followers – league, team and player accounts combined – across Facebook, Twitter, Instagram, Snapchat, TikTok, and YouTube; and more than 100 million fans online at NHL.com. The League broadcasts games in more than 260 countries and territories through its rightsholders including ESPN, WBD Sports and NHL Network in the U.S.; Prime Video, Sportsnet and TVA Sports in Canada; and via SiriusXM NHL Network Radio™, Sports USA and TuneIn; and reaches fans worldwide with games available to stream in every country.
Fans are engaged across the League’s digital assets on mobile devices via the free NHL App; across nine social media platforms; on SiriusXM NHL Network Radio™; and on NHL.com, available in eight languages and featuring unprecedented access to player and team statistics as well as every regular-season and playoff game box score dating back to the League’s inception, powered by SAP. NHL Productions develops compelling original programming featuring unprecedented access to players, coaches and League and team personnel for distribution across the NHL’s social and digital platforms.
The NHL is committed to building healthy and vibrant communities using hockey to celebrate fans of every race, color, religion, national origin, gender identity, age, sexual orientation, and socio-economic status. The NHL’s social impact platform, NHL Unites, reinforces that the official policy of the sport is one of inclusion on the ice, in locker rooms, boardrooms and stands. Through the NHL’s investments in communities across North America, the League is expanding access and opportunity for people of all backgrounds and abilities to play hockey. Last season, a record number of girls and boys stepped onto the ice and tried hockey for the first time. The NHL’s premiere ball hockey program, NHL STREET, continues its expansion into NHL and non-NHL markets, offering fun and affordable hockey for youth. And in arenas Leaguewide, more than 350 cultural celebrations nights are held, celebrating fans of all backgrounds. The League’s efforts continue to foster more inclusive environments and grow the game through a greater diversity of participants.
About PLYRS
The PLYRS Company – Hydration on a New Level
Founded in 2024, The PLYRS Company has quickly made a name for itself with its premium sports hydration drinks. Based in Germany, the brand oversees all partnerships, marketing, and sales operations from its headquarters, serving athletes and active individuals across Europe and beyond.
At the heart of PLYRS lies a clear mission: to create high-quality products that enhance athletic performance, support overall health, and accelerate recovery. Whether during intense training sessions, high-stakes competitions, or in everyday life—PLYRS stands for hydration at its finest.
The key to the brand’s success? Outstanding formulas paired with delicious flavors. Each product is developed in collaboration with leading nutrition experts and tested for banned substances by the renowned LGC Institute (Informed Sport certified), ensuring safety and trust for professional athletes.
Crafted to meet the demands of elite sports and active lifestyles, PLYRS hydration drinks are low in calories and rich in essential electrolytes such as sodium, calcium, magnesium, and potassium—blended with valuable B vitamins and amino acids. They contain no added sugars or caffeine and rely exclusively on natural ingredients, flavors, and colorings.
PLYRS products are available through the brand’s international online store at www.plyrs.com and selected grocery chains. Distribution across Europe is supported by trusted local partners. In the near future, PLYRS will further expand its presence in key ice hockey markets, including Switzerland, Austria, Sweden, Denmark, Norway, Czech Republic, Slovakia, and other regions with a strong hockey culture. This expansion will ensure that athletes and hockey enthusiasts in these countries will soon have access to PLYRS’ premium hydration products.
All marketing activities are coordinated from PLYRS headquarters in Germany, enabling tailored strategies for each European market. At the heart of PLYRS communication stands NHL superstar Leon Draisaitl, who brings international reach and credibility to the brand as PLYRS’ official ambassador. As an Official Partner of the 2025 IIHF Ice Hockey World Championship in Sweden and Denmark, and through other key collaborations, PLYRS is firmly embedded in the world of sports. These partnerships not only strengthen PLYRS brand presence across borders, but also ensure authentic engagement with athletes and fans—driven by performance and adapted to local market needs.
COURTESY NHL PUBLIC RELATIONS
