U.S. sportswear manufacturer Fanatics has been named the official uniform supplier of the National Hockey League (NHL) beginning with the 2024-2025 season, replacing Adidas (ADDYY).
The 10-year deal with the NHL marks the first time that privately held Fanatics’ brand will appear on official player uniforms in a professional sports league.
Financial terms of the deal were not disclosed. However, Adidas’ jersey deal with the NHL was worth an estimated $70 million U.S. annually, according to a report by sports network ESPN.
Fanatics already operates the NHL’s e-commerce site with more than 90 million users worldwide. Since 2018, the Jacksonville, Florida-based company has produced the NHL’s performance and training apparel.
Fanatics said it also has relationships with more than 80 current and former NHL players through its memorabilia and collectibles unit.
The NHL notified apparel companies last summer that jersey rights were in play after Adidas announced that it would not renew at the end of its seven-year contract with the league.
Fanatics said that it plans to continue manufacturing official NHL uniforms in Canada where they have been made for more than 30 years.
Adidas’ stock has fallen 35% over the last 12 months to $76.15 U.S. per share.
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