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NHL and Fanatics agree ten-year uniform deal as Adidas steps away

Partnership will see merchandise specialist's branding appear on player jerseys for first time from 2024/25.

21 March 2023 Tom Bassam


The National Hockey League (NHL) and Fanatics have confirmed a new ten-year agreement that will see the sports apparel giant become the NHL’s on-ice uniform supplier from the start of the 2024/25 season.


  • Fanatics replaces the NHL’s current technical partner Adidas, which was reportedly paying US$70 million a year
  • Merchandise specialist will implement its vertical commerce model to keep up with demand
  • Experienced team of hockey industry leaders is being assembled to develop the performance products
  • Deal marks the first time Fanatics branding will appear on player uniforms in professional sports


The NHL confirmed it would not be renewing its apparel deal with the Adidas in July last year. For Fanatics, the expanded partnership builds on an existing relationship with the NHL that has evolved over the past two decades to include ecommerce, retail operations, fan apparel, headwear, replica jerseys and licensed memorabilia, as well as performance and training products.


Fanatics chief executive, Michael Rubin, said: “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.

“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.”

Coming next:

The new NHL team jerseys will be rolled out ahead of the 2024/25 season as the dedicated Fanatics team works on the designs in collaboration with the league and the individual franchises.

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