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NHL and Adidas not renewing kit supplier deal

Seven-year league-wide partnership set to expire after 2023/24 season.

29 July 2022 Rory Jones

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The National Hockey league (NHL) has confirmed that it will not be renewing its league-wide kit supplier deal with German sportswear brand Adidas beyond the 2023/34 season.

The German sportswear brand has been the league’s official kit supplier since the 2017/18 season, when it replaced Reebok in a seven-year deal reportedly worth more than US$70 million a year agreement.

In a statement to US media, the NHL confirmed it would be moving on from its current deal: ‘The NHL and Adidas look forward to continuing to work closely together over the next two years and to a smooth transition to the new authentic NHL uniform supplier, which will be announced by the NHL at the appropriate time.’

According to ESPN, Adidas is not interested in extending its NHL deal, with the league already said to have begun the search for a replacement partner.

The sportswear giant, the report says, has also told its brand ambassador partners in the NHL, such as the Edmonton Oilers’ Conor McDavid, that it will not be extending those deals as it looks to exit the sport.

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