Ivan Demidov, the rising star of the Montreal Canadiens, has officially partnered with BEHY, a Quebec-based sports hydration beverage company. Founded in 2023, BEHY was established by former athletes Étienne Boulay, Maxime Talbot, and Bruno Gervais. This collaboration is set to elevate BEHY’s brand visibility significantly.
Ambassador Role and Campaign Launch
Demidov’s role as the official ambassador of BEHY coincides with the launch of the campaign titled “Élève-toi naturellement.” Alongside this initiative, the company will introduce a new exclusive flavor, specifically developed with Demidov’s input.
Étienne Boulay shared his enthusiasm for partnering with the young athlete. “We created BEHY to offer a natural sports hydration solution while emphasizing health in performance. Ivan embraces this vision,” he stated. Boulay also noted that Demidov’s commitment to integrating into Quebec’s culture has been impressive.
Demidov’s Commitment to Quebec
Wearing jersey number 93, Demidov views this partnership as a meaningful opportunity to promote healthy habits among youth. “Settling here and getting to know Quebec is a significant step for me,” he expressed.
Previous Collaborations
This marks Demidov’s second partnership with a Quebec brand. Shortly after arriving in Montreal in April, he became the spokesperson for Relax Downlow, a relaxing beverage brand. He secured a three-year contract with entrepreneur Olivier Primeau, who had also teamed up with Lane Hutson, another promising young player.
BEHY Company Overview
- Founded: 2023
- Founders: Étienne Boulay, Maxime Talbot, Bruno Gervais
- Campaign: “Élève-toi naturellement”
Demidov’s alliance with BEHY not only enhances the brand’s presence in Quebec but also reflects his personal commitment to community and health. This partnership exemplifies how sports figures can positively influence local culture and inspire young athletes.
