Move over Adidas, there’s a new partner in town. Coming strong with a 10-year binding agreement, Fanatics is set to be the new supplier and official uniform partner for the National Hockey League, (NHL) come the 2024-25 season.
Fanatics has been an NHL retail partner for close to two decades, yet this will be the first time the brand will be set directly on an official player uniform for a professional sports property.
This will also be the first time that Fanatics will be involved in the uniform designs for a major sports league.
Coming 2024: NHL 🤝 Fanatics
A new on-ice uniform partner across the NHL starting 2024-25. 😎 pic.twitter.com/rxpdpXgiFG
— NHL (@NHL) March 21, 2023
“This expansion of our partnership with Fanatics is a reflection of our shared commitment to innovation, performance, and serving our players and fans,” NHL commissioner Gary Bettman said in a statement. “Fanatics is a sports industry market leader and with its proven track-record in e-commerce and retail operations, licensed fan merchandise and performance gear, our players and fans should look forward to what Fanatics will bring to the best uniforms in all of sports.”
The league notified apparel companies back in July that jersey rights were up for grabs after Adidas announced it would not be seeking renewal at the end of its seven-year contract.
Fanatics said it will begin immediately working with all 32 clubs, equipment managers and players, and will be building teams to expand resources in preparation for the new rollout.
“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,” said Rubin.
With the exit of Adidas, this is a HUGE opportunity for Fanatics to grow even bigger and better.
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