Fanatics Inks 10-Year Deal To Become NHL’s “Official Outfitter” For On-Ice Uniforms

The National Hockey League (NHL) and Fanatics announced 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. They will replace adidas, who replaced Reebok in 2017. Adidas’ current deal expires at the end of the 2023-24 season.


The new Fanatics on-ice NHL uniforms will build upon the growing collection of performance and technical products that Fanatics currently makes for professional athletes. 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.

“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 — 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.”

“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.”

The NHL and Fanatics will apply the same innovation-focused mindset to the new on-ice uniforms that has driven significant product development across a variety of categories throughout the duration of their longstanding partnership. In 2017, Fanatics began producing official NHL replica jerseys, applying analytics and insights from research across thousands of fans to inform the design process for these products. This consumer feedback led to features such as a more tailored female jersey and foldable crests for easier storage. Fanatics will also apply its innovative vertical commerce model to the new authentic NHL jerseys, which allows fans to purchase products in real-time and in response to hot, trending teams and Players, or during free agency or trade moments.

Fanatics will continue to work closely with the NHL to prepare for the debut of its on-ice uniforms during the 2024-25 season. Fanatics has assembled an experienced team of hockey industry leaders with decades of direct experience working with the NHL and its teams for on-ice and performance products.


Adidas was awarded the “official outfitter of the NHL“ in October of 2015, which included providing team jerseys for all NHL teams starting with the 2017-2018 season. In June of 2017 the NHL and Adidas revealed the new style of jerseys for all 31 teams.

Adidas announced in July 0f 2022 it will not return as the NHL’s official supplier of apparel, including uniforms, after two more seasons.

ESPN learned that Adidas was not interested in extending the contract with the NHL, who has reached out to other apparel companies and communicated to them that they are looking for a replacement.

“The NHL and Adidas look forward to continuing to work closely together over the next two years and to a smooth transition to the new authentic NHL uniform supplier, which will be announced by the NHL at the appropriate time,” the NHL said in a statement.

Adidas, who was willing to pay at least double than Reebok did previously, replaced them as the league’s apparel company after the 2016-17 season and made the jerseys for the 2016 World Cup of Hockey.

About Jon Sorensen

Jon has been a Caps fan since day one, attending his first game at the Capital Centre in 1974. His interest in the Caps has grown over the decades and included time as a season ticket holder. He has been a journalist covering the team for 10+ years, primarily focusing on analysis, analytics and prospect development.
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5 Responses to Fanatics Inks 10-Year Deal To Become NHL’s “Official Outfitter” For On-Ice Uniforms

  1. Anonymous says:

    Can’t wait to see Fanatics take on the Rock the Red jerseys for the last few years we will have with Ovechkin.

  2. Anonymous says:

    I haven’t been that impressed with the fanatics gear I’ve bought. Let’s hope they do better with uniforms.

    • Anonymous says:

      I stopped purchasing CAPS gear if it had the Fanatics Label. They have had plenty of time to improve quality, fit, durability but have failed to accomplish any of these.

  3. novafyre says:

    Guy at Brobible is really against Fanatics being the supplier going so far to say that no NHL fan is in support. Had some negative tweets to back him up. I would have liked to see Underarmour give it a try, but my Fanatics mdse has been fine.

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