(MENAFN) The National Hockey League (NHL) announced on Tuesday that Fanatics will replace Adidas as the official uniform supplier for the league starting with the 2024-2025 season. The 10-year deal marks a significant milestone for Fanatics, as its branding will appear on official player uniforms in professional sports for the first time. The terms of the deal were not immediately available.
Fanatics has a long-standing relationship with the NHL, running the league's e-commerce site with over 90 million customers worldwide. Since 2018, the company has also produced the league's performance and training apparel, as well as all headwear for players and coaches. In addition, Fanatics has relationships with over 80 current and former hockey stars through its memorabilia and collectibles division.
“This is a seminal moment in the history of Fanatics, and a testament to the hands-on, collaborative relationship with the NHL that we’ve built over the years,” said Fanatics founder and CEO Michael Rubin in a statement.
NHL Commissioner Gary Bettman expressed his excitement about the partnership, stating, “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.”
In July, the league notified apparel companies that jersey rights were back in play after Adidas announced it would not be seeking a renewal at the end of its seven-year contract. Adidas took over the rights from Reebok beginning with the 2017-2018 season, with that deal estimated to be worth $70 million annually, according to ESPN.
The deal with Fanatics represents a significant shift in the NHL's uniform supplier, and with the company's proven track record in e-commerce and retail operations, it presents an excellent opportunity for the league to expand its reach and bring its fans closer to the game they love. This partnership marks a new chapter in the NHL's history, and it will be exciting to see what Fanatics brings to the table in terms of innovation and creativity in uniform design.
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