Cizzle Brands' Flagship Product, CWENCH Hydration™, Becomes Official Hydration Partner of Massachusetts Hockey, Minnesota Hockey, and Michigan Amateur Hockey Association

National Post

15-05-2025

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Expanding on its status as the Official Hydration Partner of USA Hockey, CWENCH Hydration™ ' ' s sponsorship deals with Massachusetts Hockey, Inc. ('Massachusetts Hockey'), Minnesota Hockey, Inc. ('Minnesota Hockey'), and Michigan Amateur Hockey Association, Inc. ('MAHA') expand its presence in strategically chosen markets in the United States. These agreements will help get better-for-you sports drink, CWENCH, into the hands of thousands of youth hockey players across key markets in the US.
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TORONTO — Cizzle Brands Corporation (Cboe Canada: CZZL) (OTCQB: CZZLF) (Frankfurt: 8YF) (the 'Company' or 'Cizzle Brands'), is pleased to announce that it has further expanded its presence in the United States by entering into multi-year sponsorship agreements with the official USA Hockey affiliate organizations for each of Massachusetts, Minnesota, and Michigan.
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Massachusetts Hockey
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Under the terms of the sponsorship agreement, CWENCH Hydration™ will be the Official Hydration Beverage of Massachusetts Hockey, an organization that supports over 44,000 youth hockey players in the state and 6,600 hockey coaches. In addition, CWENCH will become Presenting Sponsor of #MassProud (the organization's official newsletter) and Massachusetts Hockey will also provide Cizzle Brands with experiential marketing and sampling opportunities for CWENCH Hydration™ at tournaments. Digital initiatives will include year-round presence of the CWENCH brand on Massachusetts Hockey's website, as well as collaborative posts on social media and email campaigns promoting CWENCH Hydration™.
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Minnesota Hockey oversees close to 60,000 hockey players in the state, which represents over 1% of Minnesota's population, making it the largest state affiliate under USA Hockey. Under its agreement with Minnesota Hockey, the CWENCH Hydration™ brand will be widely promoted by the organization through its event-based and digital channels using promotional methods and tactics that include, but are not limited to, the following:
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'Bench Recognition' at select events, consisting of CWENCH-branded bottles, towels, and other items to be used by players and team personnel;
On-site activation opportunities for game attendees through tables or display booths with CWENCH Hydration™ samples;
Print advertisements in select Minnesota Hockey tournament and event programs;
Print advertisements in Minnesota Hockey's publications including Let's Play Hockey (10 issues per season distributed across over 120 arenas in Minnesota), and Minnesota Hockey Journal (four issues per year, circulation of 75,000 per issue);
Video advertisements during regional and state tournament games (645 games broadcasted annually on MNHockey.TV);
Digital promotions through Minnesota Hockey's social media profiles (over 50,000 aggregate followers); and
Leveraging Minnesota Hockey's long-standing presence at the Let's Play Hockey Expo at the St. Paul RiverCentre (world's largest consumer hockey show) to host a CWENCH booth or facilitate product giveaways through Minnesota Hockey's booth at the two-day event.
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MAHA supervises the activities of over 2,500 amateur hockey teams involving more than 50,000 players. Under the sponsorship agreement with MAHA, CWENCH Hydration™ will be recognized as MAHA's 'Official Hydration Partner' and MAHA will continuously publicize the CWENCH Hydration™ brand through its digital and social channels through a schedule of email blasts, social media posts, and a banner advertisement on the official MAHA website. CWENCH Hydration™ will also be featured through in-rink branding at MAHA hockey games with booth space for on-site activation. During live streams on MiHockey.TV, CWENCH Hydration™ commercials will be shown in-game, along with a series of pre-game rolls and announcer in-game sponsor reads.
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The agreements with Massachusetts Hockey, Minnesota Hockey and MAHA follow on Cizzle Brands' April 3, 2025 announcement that its flagship brand CWENCH Hydration™ is now the Official Hydration Partner of USA Hockey, the national governing body for the sport of ice hockey in the United States. USA Hockey's constituency includes more than one million players, coaches, officials, and volunteers across the country. The combination of these agreements position CWENCH as the go-to drink for youth hockey players in the US.
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Since launching CWENCH Hydration™ in late May of 2024, Cizzle Brands has curated a portfolio of sponsorships, endorsements, and promotional arrangements with teams/organizations as well as individual players and figures in grassroots athletics across North America. In addition to Massachusetts Hockey, Minnesota Hockey, and MAHA, these include Cizzle Brands' sponsorship agreement with Canlan Sports (anchored by the CWENCH Centre multi-rink arena in Toronto), CWENCH Hydration™ title sponsorships of the All Canadian Volleyball Games and All Canadian Basketball Games, as well as a collaboration with Canadian hockey influencer Coach Chippy.
Cizzle Brands' Founder, Chairman, and Chief Executive Officer John Celenza commented, 'As an organization, Cizzle Brands has always been enthusiastically supportive of grassroots hockey, and so we are very proud to be adding to CWENCH's visibility among players, their friends/families, coaches, trainers, and the loyal fans who cheer for their local teams across the United States. Throughout 2025, we are strategically commercializing the CWENCH Hydration™ brand in specific U.S. regions which include Massachusetts, Minnesota, and Michigan. We were able to leverage our status as the Official Hydration Partner of USA Hockey to establish these state-level partnerships, which will help to drive awareness of CWENCH Hydration™. Our aim is to make CWENCH Hydration™ a household name among hockey families, and these immersive sponsorship agreements will play a key role in working towards this objective.'
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Cizzle Brands Corporation is a sports nutrition company that is elevating the game in health and wellness. Through extensive collaboration and testing with leading athletes and trainers across several elite sports, Cizzle Brands has launched two leading product lines in the sports nutrition category: (i) CWENCH Hydration™, a better-for-you sports drink that is now carried in over 3,000 locations in Canada, the United States, and Europe; and (ii) Spoken Nutrition, a premium brand of athlete-grade nutraceuticals that carry the prestigious NSF Certified for Sport® qualification. All Cizzle Brands products are designed to help people achieve their best in both competitive sports and in living a healthy, vibrant, active lifestyle.
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'John Celenza'
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This news release contains 'forward-looking information' which may include, but is not limited to, information with respect to the activities, events or developments that the Company expects or anticipates will or may occur in the future, such as, but not limited to: new products of the Company and potential sales and distribution opportunities. Such forward-looking information is often, but not always, identified by the use of words and phrases such as 'plans', 'expects', 'is expected', 'budget', 'scheduled', 'estimates', 'forecasts', 'intends', 'anticipates', or 'believes' or variations (including negative variations) of such words and phrases, or state that certain actions, events or results 'may', 'could', 'would', 'might' or 'will' be taken, occur or be achieved. Various assumptions or factors are typically applied in drawing conclusions or making the forecasts or projections set out in forward-looking information. Those assumptions and factors are based on information currently available to the Company.
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Forward looking information involves known and unknown risks, uncertainties and other risk factors which may cause the actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking information. Such risks include risks related to increased competition and current global financial conditions, access and supply risks, reliance on key personnel, operational risks, regulatory risks, financing, capitalization and liquidity risks. Although the Company has attempted to identify important factors that could cause actual results to differ materially from those contained in forward-looking information, there may be other factors that cause results not to be as anticipated, estimated or intended. There can be no assurance that such information will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on forward-looking information. The Company undertakes no obligation, except as otherwise required by law, to update these forward-looking statements if management's beliefs, estimates or opinions, or other factors change.
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