NHL to change jersey supplier when Adidas contract ends after 2023-24 season | News, Scores, Highlights, Stats & Rumors
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The NHL announced Thursday that it will not continue its jersey contract with Adidas after their contract expires after the 2023-24 season.
“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 league said in a statement. .
According to ESPN’s Greg Wyshynski, it was Adidas that served as “the catalyst for not looking to reconnect with the NHL.”
The NHL’s deal with Adidas lasted seven years, when the apparel company replaced Reebok starting in the 2017-18 campaign. Reebok held the rights to the shirt from the 2005-06 season.
Reebok was paying the NHL $35 million a year for those rights. According to Wyshynski, Adidas would have doubled this payment.
Adidas has also signed star players like Edmonton Oilers forward Connor McDavid to promote the apparel company, although according to this report, “sources told ESPN that players with expiring endorsement deals have been informed by Adidas that these deals would not be renewed, which was a harbinger that the company was headed for a split with the NHL.”
Adidas has a wide footprint in the world of football, with kit deals with clubs including Real Madrid, Arsenal, Manchester United, Juventus and LAFC, as well as several national teams.
In the United States, Nike has a stronghold in the jersey game, with deals in place with the NFL, NBA and MLB. Nike also has a number of agreements with university programs.
Now the door will be open for apparel companies to work with the NHL.