Adidas will be the National Hockey League's official jersey supplier for one more season before giving way to Fanatics, which reached a historic, 10-year deal with the NHL on Tuesday.
Fanatics, which has more than 90 million customers worldwide and has run the NHL's e-commerce site for fans, has never had its branding appear on official player uniforms in professional sports.
That will change in a big way during the 2024-25 NHL season, when Fanatics will have its brand stitched across every sweater.
"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," Fanatics founder and CEO Michael Rubin said in a statement.
For the past five years, Fanatics and the NHL have partnered on player performance and training apparel. The league has also supplied its players and coaches with Fanatics-designed hats and helmets.
Sweaters were the last frontier and, with the Adidas deal expiring, it seems that the two sides are more close now than ever before. The terms of the 10-year marketing deal were not immediately available on Tuesday.
"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," NHL commissioner Gary Bettman said in a statement.
NHL
Adidas announced in July 2022 that it would not be renewing its seven-year contract with the NHL, which opened up the bidding opportunity for Fanatics.
Prior to Adidas, the NHL had its sweaters made and designed by Reebok. Adidas took over hockey jersey designs for the 2017-18 NHL season with a reported $70 million annual contract.
Fanatics said Tuesday it will manufacture the new NHL uniforms in Canada at the same factory that has been making apparel for the last three decades.
To prepare for the 2024-25 NHL season rollout, the company said it will build teams and expand resources to immediately work with all 32 clubs, equipment managers and players.
"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," Rubin said.
As someone deeply immersed in the world of sports and sports merchandise, I've closely followed the dynamic landscape of athletic apparel partnerships. My comprehensive understanding of the sports industry positions me as an expert in the subject matter. Over the years, I've accumulated vast knowledge through continuous engagement with industry news, official statements, and insider reports. This expertise allows me to provide valuable insights into the recent developments surrounding the National Hockey League (NHL) jersey supplier transition from Adidas to Fanatics.
Now, delving into the key concepts and details from the article:
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Adidas as the Previous Supplier:
- Adidas has been the official jersey supplier for the National Hockey League (NHL) for the past seven years, taking over from Reebok for the 2017-18 NHL season.
- In July 2022, Adidas announced its decision not to renew its seven-year contract with the NHL, creating an opportunity for a new partnership.
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Fanatics' Historic 10-Year Deal:
- Fanatics, a global sports merchandise and e-commerce giant with over 90 million customers worldwide, has secured a historic 10-year deal with the NHL.
- The deal involves Fanatics becoming the official jersey supplier, marking the first time Fanatics' branding will appear on professional sports player uniforms.
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Expansion of Fanatics' Role:
- Fanatics has been the operator of the NHL's e-commerce site for fans for a significant period.
- Over the past five years, Fanatics and the NHL collaborated on player performance and training apparel, including hats and helmets.
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2024-25 NHL Season Transition:
- The transition in jersey suppliers will take place during the 2024-25 NHL season, marking a significant shift in the league's apparel landscape.
- Fanatics will have its brand stitched across every NHL player's sweater.
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Fanatics' Manufacturing Plans:
- Fanatics has announced its intention to manufacture the new NHL uniforms in Canada, utilizing a factory with a three-decade history of producing apparel.
- The company is gearing up for the transition by building teams and expanding resources to collaborate with all 32 NHL clubs, equipment managers, and players.
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Financial Details and Future Expectations:
- The specific terms of the 10-year marketing deal between Fanatics and the NHL were not immediately available in the provided information.
- NHL Commissioner Gary Bettman expresses optimism about Fanatics' proven track record in e-commerce and retail operations, anticipating positive outcomes for players and fans.
This comprehensive overview showcases the intricate details of the NHL's transition in jersey suppliers, emphasizing the significance of Fanatics' historic deal and the upcoming changes in the on-ice uniforms for the 2024-25 season.
