Hockey Dealers Association

Adidas Lands Seven-Year NHL Jersey Deal

(TSN, August 17, 2015) - The NHL and adidas announced a seven-year partnership that will make adidas the official outfitter of on-ice uniforms and official supplier of licensed apparel and headwear for the League starting with the 2017-18 season. Reebok, a brand owned by the adidas Group, is the NHL's current official outfitter.

In addition, the NHL, NHL Players' Association and adidas announced 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 that will take place in Toronto from Sept. 17-Oct. 1, 2016.

"This is a big deal for us and we know it is for [adidas]," said NHL Commissioner Gary Bettman.

Bettman emphatically denied that the new partnership with adidas means advertising on NHL sweaters is coming in the near future. He said there have been no formal or informal discussions on the subject but there have been discussions about advertising on the World Cup jerseys.

Adidas will also be outfitting NHL dressing rooms with high-performance training footwear and apparel. CCM, which like Reebok is a brand owned by the adidas Group, will remain the NHL's official on-ice equipment supplier for the duration of the League's seven-year contract with adidas.

Click here to read more about the adidas-NHL jersey deal.