Fanatics signs 10-year agreement to become official NHL on-ice jersey manufacturer

NHL fans’ Adidas jerseys are about to become dated.

Early Tuesday morning, the NHL and Fanatics announced a new 10-year agreement that will see Fanatics become the league’s official on-ice jersey manufacturer beginning in the 2024-25 season.

To this point, Fanatics has produced officially licensed training apparel, replica jerseys, licensed memorabilia, and other fan apparel for the league.

“This expansion of our partnership with Fanatics is a reflection of our shared commitment to innovation, performance, and serving our Players and fans,” said NHL Commissioner Gary Bettman in a statement. “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.”

The news today comes a little less than a year after ESPN’s Greg Wyshinski reported that Adidas would no longer supply the NHL’s on-ice jerseys after the 2023-24 season, choosing not to sign an extension with the league.

Adidas took over for Reebok as the NHL’s official jersey partner starting in 2017–18 season with a deal reportedly worth “at least double the $35 million annually that Reebok had been paying for the rights.”

Reebok became the NHL’s jersey manufacturer after the 2004-05 lockout. CCM and Starter are among the apparel manufacturing companies that worked with the NHL prior to the 2005 lockout.

“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,” said Fanatics CEO Michael Rubin. “In addition to our tireless commitment to super serving sports fans around the world, Fanatics has equipped athletes, coaches and team staffs with performance products across many sports for years. 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.”

This marks the first time Fanatics branding will be directly on an official player uniform for a professional sports property.