Connor Bedard, who has become one of the prominent faces of the NHL, has signed an endorsement deal with Gatorade – and it’s sure to make NHL Commissioner Gary Bettman turn up his nose.

The NHL lost its endorsement deal with Gatorade earlier this year, and Bettman and the league were forced into finding a new official drink sponsor of the NHL – ultimately landing on Body Armor.

While Body Armor has been a growing brand, especially in the sports world, it is dwarfed by its competitor, Gatorade, and the NHL can certainly not be happy with the loss of its partnership.

Now, the company seems to be rubbing salt in the wound by putting the NHL’s new poster boy at the center of their advertising.

It’s a big opportunity for the young BC native, and for Gatorade who appear to have acquired the heir apparent to their hockey marketing.