Fanatics replaces Adidas as NHL’s official uniform outfitter

Fanatics, an American online manufacturer and retailer of licensed sportswear, sports collectibles, NFTs, and sports merchandise, has secured a deal with the National Hockey League to become its new uniform supplier. The agreement is an official declaration that it has replaced Adidas as the league’s outfitter.

Fanatics will be supplying NHL’s uniforms starting with the upcoming 2024-2025 game season, and this was confirmed by the league on Tuesday, March 21. The two parties signed a 10-year contract, and this marks their growing business relationship.

This will be the first time that Fanatics branding will be visible on the official uniforms of players in the professional sports setting, although it has been supplying uniforms to Major League Baseball (MLB) with the Nike emblem since 2017.

It has also made the training uniforms and headwear of players, coaches, and staff of the NHL Authentic Pro line since 2018, but its logo never appeared on the items. In any case, CNBC reported that the terms of the deal were not disclosed yet.

“This is a seminal moment in the history of Fanatics, and a testament to the hands-on, collaborative relationship with the NHL that we have built over the years,” Michael Rubin, founder and chief executive officer of Fanatics, commented on the new partnership with the hockey league.

NHL’s commissioner, Gary Bettman, also said in a separate statement, "This expansion of our partnership with Fanatics is a reflection of our shared commitment to innovation, performance, and serving our players and fans.”

He added, “Fanatics is a sports industry market leader and with its proven track record in e-commerce and retail operations, our players and fans should look forward to what Fanatics will bring to the best uniforms in all of the sports.”