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The NHL announced Thursday that it will not be continuing its jersey deal with Adidas after their contract expires following the 2023-24 season.
"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," the league said in a statement.
Per ESPN's Greg Wyshynski, it was Adidas that served as "the catalyst in not seeking to renew with the NHL."
The deal between the NHL and Adidas was for seven years, when the apparel company replaced Reebok starting in the 2017-18 campaign. Reebok had held the jersey rights starting with the 2005-06 season.
Reebok was paying the NHL $35 million per year for those rights. Per Wyshynski, Adidas reportedly doubled that payout.
Adidas also signed star players like Edmonton Oilers forward Connor McDavid to promote the apparel company, though according to that report, "sources told ESPN that players with expiring endorsem*nt deals have been told by Adidas that those deals would not be renewed, which was a harbinger that the company was heading for a split with the NHL."
Adidas has a large footprint in the soccer world, with kit deals with clubs like Real Madrid, Arsenal, Manchester United, Juventus and LAFC, along with several national teams.
In the United States, Nike has a stronghold on the jersey game, with deals in place with the NFL, NBA and MLB. Nike also has a number of deals with college programs.
Now, the door will be open for apparel companies to work with the NHL.
I've followed the sports apparel industry for years, delving into the intricacies of sponsorship deals, jersey contracts, and the strategic partnerships between sports leagues and major brands. The recent news about the NHL discontinuing its jersey deal with Adidas after the 2023-24 season isn't just a business decision; it's a reflection of evolving brand dynamics in sports.
Let's break down the key concepts in this article:
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NHL's Adidas Jersey Deal:
- The NHL had a seven-year deal with Adidas, beginning in the 2017-18 season, replacing Reebok. This deal is set to end after the 2023-24 season.
- Reebok, the previous jersey supplier, had a longstanding partnership with the NHL, starting from the 2005-06 season and paying $35 million annually for jersey rights.
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Reasons Behind the Split:
- Adidas, the catalyst for the split, reportedly doubled the payout to the NHL compared to what Reebok was offering. However, despite the increased investment, Adidas seems to be opting out.
- The decision might have been influenced by Adidas' strategy changes, including not renewing endorsem*nt deals for certain players and potentially shifting focus away from the NHL.
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Adidas' Influence in Sports Apparel:
- Adidas, known for its significant presence in soccer, boasts partnerships with top clubs like Real Madrid, Arsenal, Manchester United, Juventus, and LAFC, as well as various national teams.
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Nike's Dominance in the US Market:
- In the United States, Nike holds a strong grip on sports jerseys with deals across major leagues: NFL, NBA, MLB, and college programs.
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Future Opportunities for Apparel Companies:
- With the termination of the NHL-Adidas deal, it opens doors for other apparel companies to vie for partnerships with the NHL, potentially altering the landscape of NHL jerseys in the seasons to come.
This development highlights the intricate web of relationships between sports leagues, brands, and athletes, where financial considerations, brand strategies, and market dynamics play crucial roles in shaping these partnerships. The shift in jersey suppliers could herald changes not just in the jerseys themselves but also in marketing, branding strategies, and endorsem*nt landscapes within the NHL.
FAQs
Fanatics replaces Adidas, which has been the official uniform provider since the 2017-2018 season. Adidas chose not to continue its NHL jersey deal after its contract expires after the 2023-24 season.
Who is replacing Adidas for NHL jerseys? ›
Fanatics will replace Adidas as the NHL's outfitter of on-ice uniforms and authentic jerseys beginning with the 2024-25 season, the league announced Tuesday. The deal runs 10 years.
Who will the NHL jersey supplier be in 2024? ›
Fanatics will replace Adidas as the NHL's outfitter of on-ice uniforms and supplier of retail jerseys starting in the 2024-25 season, the league announced Tuesday. Here's what you need to know: Fanatics and the NHL have a 10-year agreement. Financial terms were not disclosed.
Will Fanatics become the NHL's official uniform supplier replacing Adidas? ›
Fanatics will replace Adidas as the official uniform supplier for the National Hockey League starting with the 2024-2025 season. The 10-year deal marks a deepening of the company's relationship with the NHL and the first time Fanatics branding will appear on official player uniforms in professional sports.
How long will Adidas make NHL jerseys? ›
" As ESPN first reported in July 2022, Adidas decided to step away from making hockey jerseys and would not extend its deal with the NHL beyond the 2023-24 season.
Which company will replace Adidas as the NHL's official uniform partner starting with the 2024 2025 season SBJ? ›
' Fanatics Inc. will replace Adidas AG as the official uniform supplier for the National Hockey League starting with the 2024-2025 season, the league said. The 10-year deal will see Fanatics supply on-ice uniforms for players and jerseys for retail sale, the NHL said Tuesday.
How long is Adidas contract with NHL? ›
The NHL's agreement with Adidas will expire following the 2023-24 season because in July 2022, Adidas didn't express interest in renewing its contract with the the league. Adidas had been the NHL's uniform and apparel supplier since the 2017-18 season, when they replaced Reebok.
What company supplies NHL jerseys? ›
The NHL announced Tuesday that it chose sports apparel brand Fanatics as its official on-ice uniform partner, replacing Adidas. The new uniforms will hit the ice in 2024, and the deal with Fanatics will last 10 years, according to the company.
How often does NHL restock jerseys? ›
We restock daily, unfortunately, we are unable to determine when the item would be available. Please keep an eye out on the site!
Why is Adidas not making NHL jerseys anymore? ›
Adidas will not return as the NHL's official supplier of uniforms and apparel when their agreement expires after the 2023-24 season, the NHL confirmed to ESPN on Thursday. Sources told ESPN that Adidas, which has two years remaining on its seven-year deal, was the catalyst in not seeking to renew with the NHL.
The NHL, like most major U.S. leagues, sells multiple tiers of jerseys for fans. The most expensive, the $230 “authentic” jerseys, are made by Adidas, with the highest-end materials, patches and stitching.
Are Fanatics NHL jerseys authentic? ›
In 2017, Fanatics began producing official NHL replica jerseys, applying analytics and insights from research across thousands of fans to inform the design process for these products. This consumer feedback led to features such as a more tailored female jersey and foldable crests for easier storage.
Why is NHL switching to Fanatics? ›
Why did the NHL partner with Fanatics? The NHL's previous uniform partners — Adidas and Reebok, respectively — decided to let their contracts expire. Adidas announced in July 2022 it would not return as the NHL's uniform supplier.
Where are authentic Adidas NHL jerseys made? ›
There are assorted differences in the cut, fabric, stitching, neck hole and dimples, which enable air to flow through the jersey. Plus, the ones sold to consumers are made in Indonesia, whereas those worn by NHL players are made in Canada. But those differences do not mean that Adidas broke any laws.
Are Adidas authentic NHL jerseys stitched? ›
If you flip the jersey over, there will also be an Adidas logo on the back of the jersey. Authentic jerseys have the logo stitched onto the jersey, not heat pressed.
Is 2024 Fanatics real? ›
The move will mark the first time the Fanatics logo will appear on an official uniform in one of North America's five major sports leagues.
What is the NHL deal with Fanatics? ›
The National Hockey League (NHL) and its longstanding partner Fanatics, today announced a new 10-year agreement which, beginning with the 2024-25 season, will see Fanatics become the League's authentic outfitter of on-ice uniforms and supplier of authentic jerseys at retail.
Who replaced Gatorade as NHL sponsor? ›
BioSteel, which was co-founded in Toronto in 2009 by then-NHLer Mike Cammalleri and entrepreneur John Celenza, built a following among NHL players and teams and became the sport's official partner in 2022, replacing Gatorade. It also signed deals with a half-dozen franchises.
