Fanatics to Outfit NHL with On-Ice Uniforms in 2024-25 Season, Ending Adidas Deal

Fanatics will become the NHL's official outfitter of on-ice uniforms and authentic jerseys, replacing Adidas for the 2024-25 season, according to a statement by the league on Tuesday. The deal runs for ten years, and Fanatics will also make uniforms for all NHL on-ice officials beginning in 2024-25. Fanatics has been an NHL retail partner for nearly two decades, and it will remain the official manufacturer of a broad range of NHL apparel, including the replica jerseys that it has produced since 2017.

Financial terms of the deal were not disclosed, but this marks the first time that Fanatics branding will be directly on an official player uniform for a professional sports property. Fanatics CEO Michael Rubin's companies have operated the NHL's e-commerce operation since 2005, and Fanatics runs on-site retail stores in several NHL arenas.

NHL commissioner Gary Bettman said that the expansion of the partnership with Fanatics reflects a shared commitment to innovation, performance, and serving players and fans. Fanatics CEO Doug Mack said that this is a natural evolution of their partnership with the NHL, adding that when they deliver big results for partners and bring innovation to how they serve their fans, it earns them the right to do more together.

While this is the first time Fanatics branding will be directly on an official player uniform, the company has made game uniforms before. For example, Fanatics has made MLB's Nike-branded uniforms for all 30 teams since 2017, when it acquired Majestic. The company also makes authentic NFL jerseys that carry a Nike logo.

NHL executive vice president of marketing Brian Jennings acknowledged that fans might only know Fanatics as a company that makes replica gear rather than game-worn jerseys, which could lead to challenges in perception about the league's new authentic jersey maker. However, he expressed confidence in Fanatics' ability to produce high-quality game-worn jerseys, noting that the company has senior executives in place with experience launching game-worn jerseys at Reebok and Adidas.

The NHL indicated that the first significant changes to its on-ice jerseys could be in the 2026-27 season, when different fabric options and player safety innovations like protection against skate lacerations might be introduced.