Promo Parade Monster Energy Inks Deal With New York Rangers

California-based energy drink giant Monster has inked a marketing deal with the New York Rangers and Madison Square Garden.

As part of the integrated marketing partnership, the indoor arena will feature a co-branded grab-and-go concession stand dubbed the “Monster Energy Bodega.” The stand will help independently owned stores with Monster Energy products by providing fi nancial assistance to bodegas throughout the tri-state area recovering from the COVID-19 pandemic.

“We are consistently thinking of new, innovative ways to bring the best food and beverage options to our fans and are thrilled to be able to offer Monster Energy drinks at the garden,” said Madison Square Garden EVP and chief sales and marketing offi cer Ron Skotarczak. “We’re looking forward to unleashing the power of this partnership and working with Monster Energy to support local tri-state area bodegas.”

In addition to the concession stand, the partnership will also provide Monster with branding exposure throughout the arena, including a dasher board during Rangers games and LED ribbon signage during all events.

The energy drink giant’s announcement comes on the heels of numerous other marketing partnerships over the past year. Last month, the brand teamed up with EA and Respawn Entertainment to launch three new limited-edition Apex cans in Monster Original Green, Monster Lo-Carb and Monster Zero Ultra. In June, the brand launched its all-access pass promotion, giving fans a chance to win a trip and all-inclusive backstage pass to either a UFC, MotoGP or Supercross event.

“We’re thrilled to fi nally announce the partnership between Monster Energy, Madison Square Garden and the New York Rangers,” said Monster Energy CMO Dan McHugh. “We have been working on this one for quite a while, so to see it fi nally materialize is a huge victory for both of us.”

Last week, Monster reported 15.2% year-over-year growth in Q3 2022 even as increased expenses and cost of goods continue to drag down the brand’s margins despite price increases.

Leisuretown has announced a strategic partnership with comedian Chelsea Handler. Through the partnership, she will develop and introduce new offerings within the brand’s CBD-and-THC-infused seltzer portfolio.

“I am always looking for ways to minimize my alcohol consumption with healthier options and Leisuretown offers a delicious, low caloric, low sugar option,” said Handler in a press release. “I am looking to operate at my highest level, and I have fi nally found a brand that I believe can take my wellness to the next level.”

Launched earlier this year in California, Leisuretown produces a lineup of betterfor-you cannabis-infused sparkling waters. Available in three fl avors – Cherry Vanilla, Ginger Berry, and Yuzu Lime – each can contains 2.5mg of THC and 5mg of CBD. The brand teamed up with professional DJ Diplo and TV personality Rob Dyrdek for the launch of its beverages.

According to data released by Future Market Insights (FMI), the global cannabis drinks market is projected to grow at a CAGR of 37.3% and top a variation of $8.3 billion by 2032.

“Non-alcoholic drinks are on the rise and the cannabis drinks category is growing,” said Leisuretown CEO Andrew Hagstrom in the release. “Our products allow consumers an alternative format to partake in THC without smoking or vaping.”

Sports nutrition brand BioSteel has expanded its growing roster of athletes with four elite women’s hockey players: Laila Edwards, Sarah Fillier, Calla Frank and Jade Iginla.

“Staying hydrated keeps me healthy an. “As I work on bringing my game to the next level, I’m excited to have the support of the brand’s zero sugar sports drinks.”

Founded in 2009, BioSteel is a division of Canadian cannabis conglomerate Canopy Growth Company, itself backed by liquor and spirits company Constellation Brands. Within the past year, the sports nutrition brand has emerged as a new player in the ever-evolving RTD sports drink category. It currently markets a line of zero sugar electrolyte hydration products in five flavors: Blue Raspberry, Mixed Berry, Peach Mango, Rainbow Twist and White Freeze.

In January, BioSteel announced a U.S. distribution expansion through which the brand will enter nearly 15,000 new doors nationwide across grocery, convenience and drug store chains. The new retailers include Albertsons Company, Food Lion, Giant Food, Publix, Stop & Shop, Rite Aid and Sheetz.

The four elite women’s hockey players join BioSteel’s existing roster of athletes including international soccer star Alphonso Davies, rising hockey star Connor Bedard and Toronto Blue Jays pitcher Alex Manoah.

“We’re thrilled to welcome Laila, Sarah, Calla and Jade to our team of elite athletes,” said BioSteel co-founder Michael Cammalleri. “These athletes represent the next generation, and we look forward to supporting them on and off the ice with our lineup of zero sugar hydration products as they take their games to the next level and inspire their communities.”

• Soulboost, The Coca-Cola Company’s sparkling water brand, teamed up with jewelry and clothing brand DANNIJO to launch a limited-edition mood ring. One hundred percent of the proceeds from each ring ($98) will be donated to Project

Healthy minds, a non-profit organization tackling the growing mental health crisis. • Singer/songwriter Jason Derulo has acquired a “significant ownership stake” in New York-based functional birch water maker TREO, the brand announced in a press release. Derulo will also serve as an active brand ambassador. • Non-alcoholic sparkling tea brand Sarilla announced it is sponsoring the Fair Trade Finals in partnership with the national

Fair Trade University program. According to a press release, the Fair Trade University program focuses on making fair trade products, such as Sarilla, available across college campuses. Through the program, Sarilla’s products are currently available at Wellesley College, UNC Asheville, Warren Wilson, Wake Forest and Elon.