The Early Stages of Gavin McKenna's Partnership with Bauer Hockey

We are still over a year away from the 2026 NHL Draft, but one name in particular continues to dominate conversations. That name is none other than Gavin McKenna. At just 17 years old, McKenna has already earned a reputation as one of the most electrifying young talents in the game, thanks to his standout play with the WHL’s Medicine Hat Tigers and his eye-popping skill set that projects him as a future NHL star. 

But while we remain at least a year away from seeing McKenna don an NHL sweater, there’s already a clear indication of where his brand loyalties lie when it comes to hockey equipment. It is Bauer Hockey that appears to be firmly at the top of the list.

For gear enthusiasts and hockey insiders alike, it’s become increasingly obvious that McKenna is already in the beginning stages of what could become a long-term, potentially career-spanning relationship with Bauer. Though the exact details of their current partnership remain confidential, all signs point to at least an “entry-level” endorsement deal. One that has already brought mutual value to both parties.

McKenna has been consistently using Bauer sticks and skates for multiple seasons, but it’s his recent appearances in the brand’s social media promotions and high-profile campaigns that have caught wide attention. Most notably, during the 2025 Memorial Cup, McKenna served as something of a headliner for the company’s new Vapor FlyLite line. Sporting both the stick and skates from the product family. 

Among North American Bauer athletes, including NHL players, McKenna was the first whom we saw to use the Vapor FlyLite combo in an organized league game. That level of product debut prominence underscores just how highly Bauer views the young phenom.

While McKenna’s choices for sticks and skates are unrestricted by league partnerships, gloves and helmets are another story. During his time in the CHL, McKenna was required to wear CCM protective gear due to the league’s existing partnership agreement. 

However, in a fortunate twist for Bauer, the CHL is expected to transition into a new equipment partnership with company beginning this Fall. If McKenna chooses to return to Medicine Hat for his important draft season, that would simplify things and effectively align all his gear with the Bauer brand.

Given recent reports and rumors though, there’s growing speculation that McKenna may opt for NCAA Division I hockey in his draft year. Such a move would bring both excitement and complexity. Programs like Michigan State and Penn State have reportedly entered the conversation. 

From a branding perspective, this decision could be pivotal. Michigan State maintains a partnership with Bauer, meaning McKenna would be able to suit up head-to-toe in Bauer gear. Penn State, on the other hand, aligns with CCM, which would again place limits on his glove and helmet choices. 

You can bet that Bauer representatives are crossing everything they have for a Michigan State or another Bauer program commitment, knowing full well how valuable full-brand exposure is with a star of McKenna’s magnitude.

Of course, the unpredictability of young athletes' sponsorships looms large. A prime example is Connor Bedard, who was widely expected to sign with Bauer before stunning the industry by choosing Sherwood just ahead of the 2023 NHL Draft. 

McKenna could very well follow a similar path depending on the details of his current Bauer agreement, or if he receives a compelling offer from a competing brand. After all, these early “partnerships” are often on a year-to-year basis, allowing both the player and the brand flexibility to pivot.

Still, at this moment, all indications suggest that Gavin McKenna and Bauer Hockey are building something special. From being the face of new product lines to establishing a strong visual and promotional connection before his NHL debut, Bauer is doing all it can to lock in the next generational superstar. Whether he heads to the NCAA or returns to the CHL, McKenna’s equipment choices will continue to be a hot topic among fans, gearheads, and industry insiders alike.

With his NHL draft year on the horizon and eyes across the hockey world tracking his every move, Gavin McKenna’s journey from prospect to pro will also double as a fascinating case study in brand partnerships and equipment loyalty. Assuming things stay on course, Bauer Hockey may very well have their next flagship athlete in the making.

Photo Credit: Vincent Ethier