from Emily Kaplan of ESPN,
When NHL players were sent down to AHL affiliates, Sandler found the minor league trainers calling him for shipments.
There's also team-to-team marketing. In 2013, the Ducks felt good after going up 3-2 on the Detroit Red Wings in the first round, so they put in an express order for 60 cases to be delivered to Detroit. But when Detroit won back-to-back games to clinch the series, Ducks trainers didn't know what to do with the remaining 30 cases. The Red Wings trainers offered to buy them, but the Ducks gave them as a gift. A year later, the Red Wings became clients.
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