Adidas is out and Fanatics is in as the official uniform supplier of the National Hockey league starting with the 2024-2025 season.
The NHL and Fanatics signed a 10-year deal, the league announced Tuesday, marking the first time the Fanatics logo will appear on a professional sports uniform.
Fanatics also runs the NHL’s ecommerce site, which has more than 90 million customers worldwide, and has produced the league’s training apparel and headwear since 2018.
“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 CEO Michael Rubin said in a statement.
The deal has been brewing since July, when the NHL informed companies that jersey rights were on the table after Adidas announced it would not seek to renew its seven-year contract.
Adidas’ deal was worth about $70 million per year, according to reports. Terms of the Fanataics deal were not disclosed in the league’s statement.
“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.
Fanatics said it will begin working with all 32 NHL teams immediately. The plan is to manufacture the new uniforms at the same factory that has been making the NHL’s on-ice uniforms for the last 30 years.
Shares of Adidas climbed 0.8% to $142.74 Tuesday morning in New York. Fanatics is privately held.
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