Fanatics, a multi-billion-dollar retailer, is set to become the official uniform supplier for NHL teams, replacing Adidas. The move comes after a 12-year partnership between the NHL and Adidas, following a bidding process that saw Fanatics come out on top. Fanatics is known for its wide range of licensed sports merchandise, but this new deal marks a significant step forward for the company, which will now be responsible for making the jerseys for all 32 NHL teams. With the NHL season just around the corner, fans and players alike are eagerly anticipating the launch of the new jerseys.
Fanatics, the American online retailer of licensed sportswear, will soon replace Adidas as the official uniform supplier for the National Hockey League (NHL) starting in the 2024-2025 season. The 10-year-deal marks the final leg of the contract that began with Adidas three years ago. Fanatics will manufacture the new NHL uniforms in Canada at the same factory that has been producing the NHL’s on-ice uniforms for the past 30 years. Moreover, this partnership deepens the company’s relationship with the NHL, making it the first time Fanatics’ branding will appear on official player uniforms in professional sports. The terms of the deal were not made available immediately.
Fanatics did not stop at e-commerce; it currently runs the NHL’s e-commerce site with over 90 million customers worldwide. Since 2018, the company has also manufactured the league’s performance and training apparel, along with producing all headwear for players and coaches. Furthermore, Fanatics has a long-standing relationship with more than 80 current and former hockey stars through its memorabilia and collectibles division.
NHL Commissioner Gary Bettman said, “Fanatics is a sports industry market leader and with its proven track-record in e-commerce and retail operations … our players and fans should look forward to what Fanatics will bring to the best uniforms in all of sports.”
Moreover, Adidas took over the jersey rights from Reebok at the beginning of the 2017-2018 NHL season, with the deal estimated to be worth around $70 million annually, according to ESPN. With this partnership, Rubio, Fanatics’ founder and CEO, reaffirmed that “everything we do as a company pushes the boundaries to create more highly engaged experiences and revolutionary products for fans, athletes, and partners, and I can’t wait to see our brand on official on-ice uniforms for the first time.”
In conclusion, the NHL and Fanatics partnership will bring significant changes to hockey uniforms. Fanatics has proven their ability to deliver high-quality and innovative apparel to sports fans, and with this new partnership, hockey fans will be able to reap the benefits. Although it’s bittersweet to say goodbye to Adidas, we can look forward to what the future holds with Fanatics as the official uniform supplier for the NHL. So, let’s celebrate this exciting new chapter in the NHL’s history and gear up for an all-new look on the ice!
