NHL and Adidas Seal Major Seven-Year Partnership Deal

The National Hockey League (NHL) has signed a seven-year partnership with adidas.

The deal will make the German sports brand the official outfitter of on-ice uniforms and official supplier of licensed apparel and headwear for the League starting with the 2017-18 season.

Additionally, the two parties have also agreed a partnership for the 2016 World Cup of Hockey that makes adidas the exclusive outfitter for authentic and replica jerseys for the eight-team tournament.

“As important as the excitement for the season is, having a great partner like adidas is what we’re all about,” NHL Commissioner Gary Bettman said.

“Teaming up with adidas continues our strategy of aligning with major partners who not only share our vision for growing the game and the League, but also putting innovation at the forefront of what we do for our players and our fans.

“This is a big deal for us and we know it is for [adidas].”

Mark King, president of adidas Group North America said: “One of the reasons, and there are many, that this is a big opportunity for us is the popularity of the sport not only in America, but in Canada.

“North America is a place where this sport is really growing in popularity. Whether it’s digital or broadcast, it really gives us an opportunity with the adidas brand to tell sports fans in the largest market in the world that we’re a part of this really great game and this really great sport.”

{jcomments on}