Adidas won’t seek to renew NHL uniforms and apparel deal after 2023-24 season, league says
Adidas will not return as the NHL’s official uniform and apparel supplier when their deal expires after the 2023-24 season, the NHL confirmed to ESPN on Thursday.
Sources told ESPN that Adidas, who has two years left on his seven-year contract, was the catalyst for not looking to renew with the NHL. The league has begun letting other apparel companies know the rights are back.
“The NHL and Adidas look forward to continuing to work closely together over the next two years and ensuring a smooth transition to the new authentic NHL uniform supplier, to be announced by the NHL at the appropriate time.” , the NHL said in a statement. .
The seven-year deal began in the 2017-18 season after Adidas replaced Reebok, which had been the NHL’s uniform supplier since the 2005-06 season. Adidas has also partnered with the NHL and NHLPA to manufacture jerseys for the 2016 World Cup of Hockey.
At the time of that deal, sources said Adidas was paying at least double the $35 million a year Reebok was paying for the rights.
The NHL and Adidas partnership featured innovative moments, such as the North American team’s memorable World Cup jerseys and a range of NHL “Reverse Retro” jerseys, a streetwear remix of classic jerseys and logos of the NHL that the teams wore during the 2020 season. -21 season.
Adidas has also focused on promoting individual players, as stars like Connor McDavid have signed deals to promote the brand. Sources told ESPN that Adidas told players whose sponsorship deals were expiring that those deals would not be renewed, which was a harbinger that the company was headed for a split with the NHL.
The NHL has also entered into a long-term agreement with Fanatics, a partner since 2005. Fanatics has been the official manufacturer of a wide range of NHL apparel and headwear, including replica jerseys, since the 2017 season. -18. It manages the NHL’s online retail site and operates on-site retail at many NHL events.