Fanatics will replace Adidas as the official supplier to the National Hockey League beginning in the 2024-2025 season, the league announced on Tuesday.
The 10-year contract marks a deepening of the company’s relationship with the NHL and the first time the Fanatics branding will appear on official player uniforms in professional sports. The terms of the deal were not immediately available.
“This is a defining moment in Fanatics history and a testament to the hands-on, collaborative relationship with the NHL we’ve built over the years,” said Fanatics founder and CEO Michael Rubin in a statement.
Fanatics powers the NHL’s e-commerce site serving more than 90 million customers worldwide. Since 2018, the company has been producing the league’s performance and training clothing in addition to all headgear for players and coaches.
In addition, Fanatics has long-standing relationships with more than 80 current and former hockey stars through its memorabilia and collectibles division.
“Fanatics is a leader in the sports industry, and with a proven track record in e-commerce and retail … our players and fans should look forward to what Fanatics will bring to the best uniforms in all sports,” said NHL Commissioner Gary Bettman in one Explanation.
The league told apparel companies in July that kit rights were back in play after Adidas announced it would not seek a renewal at the end of its seven-year deal.
Adidas took over the rights from Reebok from the 2017-2018 season. That deal was worth an estimated $70 million a year, according to ESPN.
Fanatics said Tuesday it will make the new NHL uniforms in Canada in the same factory that has made the NHL’s on-ice uniforms for the past three decades. Over the next 18 months, the company says it will build teams and expand resources to prepare for the launch.
Fanatics said it will work with all 32 clubs, kit managers and players immediately.
“Everything we do as a company pushes the boundaries to create even more immersive 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 ‘ he said rubbing.
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