Gatorade Canada has partnered with The Professional Women’s Hockey Players Association (PWHPA) on its upcoming 2022-23 season. The sponsorship kicks off with this year’s Secret Dream Gap Tour, which begins on Friday in Montreal.

The roster of PWHPA players will be guided through sweat testing and nutritional resources facilitated by experts from the Gatorade Sports Science Institute. The partnership will also include product collaborations, content development and social and public relations support.

“Gatorade Canada is on a mission to fuel more Canadian athletes, reaching more diverse athletes and more sports to help them achieve excellence in sports performance,” says Lourdes Seminario, senior marketing director for Gatorade. In the summer, the brand elected not to renew its partnership with the NHL, part of a bigger shift in the brand’s sports sponsorship strategy.

Now in its fourth year, the Secret Dream Gap Tour is a series of events in cities across North America featuring Olympians and other top-tier players like Marie Philip-Poulin, Sarah Nurse, Hilary Knight and Kendall Coyne Schofield playing in a round-robin format, culminating in a championship weekend in March. The tour also features workshops and seminars for aspiring women hockey players.

Joining Gatorade as a new sponsor for this year’s tour is CCM, which was announced as the official equipment supplier earlier this month. Other sponsors include Secret, which is returning a title sponsor of the tour and its championship trophy, as well as Scotiabank, Adidas, Sonnet Insurance and Harvey’s, which are all returning as name sponsors for the tournament’s four teams.

The image is courtesy of Sueswim03.