Bauer signs gamer 'Nasher' to exclusive digital partnership
Influencer strikes landmark deal as ambassador for hockey apparel companyby Pat Pickens @Pat_Pickens / NHL.com Staff Writer
Andrew "Nasher" Telfair has used his YouTube page to become as popular as some hockey players, and now he even has his own endorsement deal.
Nasher, the analyst for the NHL Gaming World Championship who has become an influencer through his YouTube videos, struck an exclusive partnership with Bauer as a digital ambassador for the hockey apparel company.
"I'm thrilled to partner with a premier brand that shares my vision, understands the hockey lifestyle and recognizes how our sport is evolving," Telfair said. "I can't wait to see how we can grow the game together."
Telfer, who has more than 500,000 followers on his social-media platforms including more than 280,000 on YouTube, became the first gamer/influencer to receive an athlete-style deal from an apparel company. He will sport Bauer equipment in his gaming videos and online tutorials, which he has been posting on YouTube since 2012.
"[Telfair] reflects the diversity of this hockey experience, including online, on-ice, street and roller hockey," said Ricky Hildebrand, Bauer Hockey's digital marketing manager. "We're proud to be the first hockey equipment company to partner with a world-class digital influencer and gamer."
Telfair was a participant at the House of Chel during the 2019 Honda NHL All-Star Weekend in San Jose and has been the analyst at each of the past two NHL Gaming World Championships.