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BioSteel joins IIHF Worlds roster in Infront-brokered deal

(Photo by Codie McLachlan/Getty Images)

North American sports drink brand BioSteel has signed a three-year sponsorship of the IIHF World Championship in an agreement running until 2024.

The deal was brokered by the Infront agency, which sells the International Ice Hockey Federation’s media and sponsorship rights under its current deal, from 2018 to 2023. In 2019, Infront signed a ten-year extension with the IIHF, from 2024 to 2033.

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