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The National Hockey League has announced a 10-year deal to make Fanatics its official uniform supplier.
Fanatics will succeed Adidas as the NHL’s uniform partner starting with the league’s 2024-2025 season. Terms were not disclosed.
It’s the first time the company will slap its own brand on official player uniforms. The merchandising giant already handles the NHL’s e-commerce and retail operations. Since 2018, it has designed and manufactured the NHL’s Authentic Pro product line.
“Fanatics is a sports industry market leader, and with its proven track record in e-commerce and retail operations, licensed fan merchandise, and performance gear — including the popular NHL replica jerseys and Authentic Pro performance and training products — our players and fans should look forward to what Fanatics will bring to the best uniforms in all of sports,” said NHL Commissioner Gary Bettman in a statement.
Fanatics chief executive officer Michael Rubin called it a “seminal moment” for his company: “I can’t wait to see our brand on official on-ice uniforms for the first time,” he said.
Founded in 2011, the fast-growing Fanatics now boasts deals with the NFL, Major League Baseball, NBA, MLS, and the NCAA.
With a valuation of $31 billion, founder Michael Rubin is expanding Fanatics into new industries such as collectibles and sports betting and gaming.
Adidas has served as the NHL’s official on-ice uniform partner since the 2017-2018 season. The NHL announced last summer it would not extend its current deal when it expired.
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