While franchise sponsorships haven't made their way into mainstream American sports yet, they are extremely popular in Europe.
If they didn't know this before, many NHLers became very familiar with these sponsorships as they took their talents across the pond during the recent NHL lockout.
Take Boston Bruins defenseman Johnny Boychuk, for example. The 28-year-old Boychuk signed with EC Red Bull Salzburg of the Austrian League, along with several other NHLers (including Derick Brassard and Alex Auld).
And the club took its sponsorship seriously. Upon returning to Boston, Boychuk told reporters that there was no Gatorade or water in Salzburg's locker room. Only Red Bull.
It may be a while before Johnny Boychuk drinks a Red Bull. There wasnt water or Gatorade - only Red Bull - in Salzburg Red Bulls locker room
— Joe Haggerty (@HackswithHaggs) January 8, 2013
The copious energy drinks probably save the team a lot of money, but they cannot be healthy for the players.
(H/T to Deadspin)