NHL announces embarrassing new jersey partnership replacing Adidas

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Matt Garland
March 21, 2023 (8:41)

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The National Hockey League announced in 2022 that their partnership with Adidas was ending after this season. Now this NHL has announced a new partnership deal with it's longstanding partner Fanatics. The deal is a new 10-year agreement which, beginning with the 2024-25 season, will see Fanatics become the League's authentic outfitter of on-ice uniforms and supplier of authentic jerseys at retail.

The deal marks the next stage of the NHL's partnership with Fanatics, which over the past two decades has evolved to include NHL e-commerce and retail operations, fan apparel and headwear, replica jerseys, licensed memorabilia, performance and training products, on-ice Stanley Cup� Champions apparel and headwear, and now official on-ice uniforms and authentic jerseys sold at retail.

Since 2018, Fanatics has designed and manufactured the NHL's Authentic Pro product line, the official performance and training apparel and headwear products worn by NHL Players, coaches and equipment and training staff. Since 2017, Fanatics has also manufactured and supplied official, on-field professional baseball uniforms for all 30 teams, and will now utilize its operational, design, and manufacturing expertise towards the uniforms for the world's best hockey Players.

As part of a licensing and sponsorship agreement with the N.H.L., the company's «F» logo will appear on the back of player jerseys for the first time.

«We had the opportunity to become not just the brand behind the scenes but the brand in front of the scenes,»

said Michael Rubin, the chief executive of Fanatics.

"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, «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. This includes 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.»

«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.»

Adidas said in July that it would not extend its contract as the league's uniform and apparel supplier beyond the 2023-24 season. This puts an end to their seven year deal.

Unlike the league fans are thoroughly opposed to the deal.

Fanatics has a history of producing subpar quality for a substantial price. While other leagues have major partnerships, the NHL has opted to go with another subpar deal that will surely only disappoint fans.

POLL
Have you ever bought any Fanatics clothing? Are you happy with this change?
Yes, Fanatics is a great company	68	8.2 %
No, this is a step backwards for the NHL	766	91.8 %
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