NHLPA announces new apparel licensing allocations
Reebok has signed a five-year extension with the National Hockey League Players’ Association (NHLPA), the labour union that represents professional ice hockey players that play in the NHL, to remain an official apparel supplier of the organisation.
The new player apparel agreement will commence on 1st July 2011, with Reebok maintaining their exclusive rights to produce team jerseys and official replica garments that resemble team jerseys, but are printed on t-shirts.
However, the NHLPA has agreed licensing deals with three other manufacturers – Knights Apparel, Old Time Hockey and Sogo T-shirts – to have non-exclusive rights to produce all other apparel featuring National Hockey League (NHL) players with Reebok. Under the terms of the non-exclusive licences, player names, numbers and likenesses can be incorporated on headgear and clothing produced by the manufacturers.
The value of these four partnerships has been estimated at around US$8 million over five years. Revenue generated from sales will be shared between the manufacturers, the NHLPA and the National Hockey League.
Adam Larry, director of licensing and associate counsel for the NHLPA, declared: “The player apparel category has grown a lot in the last five years, and there is a tremendous demand for it. The licensees we are bringing on board are looking at creative ways to use the personality rights to create new types of product.”
Keith Leach, Reebok’s director of merchandising, said: “The jersey and replica T-shirt make up the biggest part of our business, so that is the most important component of maintaining our portfolio moving forward."
- Length of contract: 5 years
- Annualised value: US$1.6 million
- Overall value: US$8 million
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