The Chicago Blackhawks rookie and NHL's next generational talent would seem to have ample revenue sources beyond an entry-level contract salary and maximum hockey bonuses.
The pace of the skating on the first day of the NHLPA/Upper Deck Rookie Showcase in Arlington, Virginia wasn't exactly at full tilt.
But off the ice, Connor Bedard was moving at his more customary breakneck clip.
Photo shoots. Media sessions. And signing hockey cards. Lots of hockey cards.
Bedard, the Chicago Blackhawks marquee rookie and NHL's top 2023 draft pick, has an exclusive autographed trading card deal with Upper Deck. The brand uses its annual showcase to collect photos and videos from 30-some top NHL prospects for their first official rookie hockey cards and promotional materials.
Per Bedard's agreement, Upper Deck is the sole producer of trading cards bearing the image of the 18-year-old center. The "worldwide leader in entertainment and sports collectibles," Upper Deck is paying an undisclosed sum to Bedard, hockey's can't-miss next generational talent.
"Connor Bedard is one of the most anticipated prospects in sports right now, and we're thrilled to have him as part of the Upper Deck family," said Jason Masherah, president of Upper Deck in a news release. "Throughout the upcoming NHL season, and Bedard's entire NHL career, we'll capture his iconic moments on the ice and immortalize them exclusively on trading cards fans can enjoy for years to come."
Bedard cards will be available in Upper Deck's Young Guns and Future Watch collections, plus on Upper Deck e-Pack and a new Evolution platform featuring authentic digital collectibles.
That's only the start. Bedard has five other significant deals in place before he even skates in his first NHL game, expected to be on Oct. 10 at Pittsburgh against Sidney Crosby, the future Hall-of-Famer he's been compared to.
Added Income and Exposure
It's not known how much Bedard's sponsorships will augment the $4.45 million he's set to earn this season skating for the Blackhawks. His "regular pay" is based on a $855,500 salary in an entry-level NHL contract, plus maximum performance ($3.5 million) and signing bonuses ($95,000). That contract runs the standard three years; through 2025-26 when Bedard would become a restricted free agent.
Bedard's sponsorships, negotiated by his team at Newport Sports Management, Inc. https://www.thehockeyagency.com/ in Mississauga, Ontario, would seem to be unmatched for any incoming NHL player.
And maybe even for an established NHLer.
The closest thing might be Mark Messier's series of TV ads for Lays in Canada in late 1990s. The potato chip commercials generated plenty of exposure, but a quarter-century ago when the stock of the NHL was lower.
Then there's the Yardley Black Label personal grooming products deal Bobby Orr had in the 1970s. The greatest defenseman of all time helped pitch aftershave in Canada in English and French. Orr later teamed with former-NFL-star-turned-broadcaster Frank Gifford on a campaign for Nabisco Brands.
Bedard's way ahead of them all. His current sponsorship roster also includes:
Hyundai Auto Canada. Announced on NHL draft day, June 28, 2023 Hyundai Canada has strengthened its ties with hockey in Canada from grassroots support for the sport to to becoming the official Automotive Partner of the NHLPA and NHL in a multiyear deal that started in 2022. Bedard will represent Hyundai Canada through public appearances, social media and ads.
"Bringing one of the game's most elite young stars on board is both an honor and a natural next step," said Christine Smith, director of marketing at Hyundai Auto Canada in a news release.
lululemon. Announced on June 27, 2023. The Vancouver-based brand became Bedard's exclusive apparel partner. The company said Bedard will wear lululemon’s latest training and lifestyle gear while he "provides feedback" to support the brand’s commitment to innovative design.
"Being from Vancouver, I’ve been a fan of lululemon for as long as I can remember,” Bedard said in lululemon's news release. “The gear is so comfortable, stylish, and great for training.
"The more you learn about the company, the more you recognize how much goes into their product design, so to get an opportunity to share my input during the development is pretty cool.”
“Through this partnership, we’re excited to support Connor as he enters this new chapter of his career and inspires the next generation of athletes," said Michelle Davies, lululemon's vice president, global sports marketing and partnerships in the release.
Sherwood Hockey. Announced on Aug. 11, 2023. Under his "official partnership" with Sherwood Hockey, Bedard will play exclusively with Sherwood's high-end Rekker Legend sticks and gloves starting in the 2023-24 season. Here's Sherwood's announcement video: https://sherwoodhockey.com/pages/connor-bedard
Sherwood was founded in 1949 in Sherbrooke, Quebec and is best known in the sport's history for wood sticks, then wood sticks with fiberglass reinforcement. Sherwood's iconic PMP 5030 Featherlite wood/fiberglass stick was used by millions of players from novices to NHLers.
Acquired by Canadian Tire Corporation in 2018, Sherwood has been repositioning its brand and modernized product line with a new generation of elite players since 2020. According to Sherwood's news release, "Bedard joins a dynamic roster of world-class players including Matthew Tkachuk, William Nylander, Alex DeBrincat, Quinton Byfield, Emily Clark, Artturi Lehkonen, Saroya Tinker, Connor Brown and Savannah Harmon."
Keep an eye out for a next step: Sherwood doesn't make skates or helmets. Bedard was wearing Bauer HyperLite skates, and a CCM pants and helmet at the Blackhawks training facility in September.
BioSteel Sports Nutrition Inc. Announced on Aug. 8. Biosteel, a staple hydration drink in NHL dressing rooms, inked Bedard almost a year before he was drafted. Bedard's role is to promote BioSteel through events, social media, trade marketing "as he supports his daily hydration routine with the brand’s lineup of zero sugar sports drinks," BioSteel said in a release.
Connor’s signing "highlights the brand’s commitment to supporting the daily hydration needs of the next generation of athletes and the critical role of clean hydration in achieving top performance both on and off the ice."
Bedard seems to like BioSteel's products, especially the peach/mango flavor.
"I know I have to be smart about what I put into my body, and maintaining a clean hydration routine is a key priority for me,” said Bedard in the release. “Ever since I was introduced to it, I’ve loved the BioSteel product."
John Celenza, who co-founded BioSteel with former NHLer Mike Cammalleri, said in the release,“With Connor officially joining our TeamBioSteel roster, we’re able to double down on our efforts to hydrate the next generation, and we look forward to working with him to show young athletes and fans why a clean hydration routine is essential both on and off the ice.”
AJ Sports. Signing Date Not Known. Bedard is one of the "exclusive athletes" for this Toronto-based dealer of hand-autographed memorabilia. Its main website is https://www.ajsports.ca/ and AJ Sports already has a full Bedard collection of jerseys, pucks and other items at https://www.ajsports.ca/collections/connor-bedard-signed-autographed-authentic-memorabilia
Bedard also did a "one-off" special social media promotion with high-end Canadian fashion retailer Holt Renfrew for the 2023 NHL Draft. He got his blue Coppley suit (a Canadian brand https://www.coppley.com/) for the draft at the Holt's store in Vancouver and promoted it on Instagram.
