Adidas won’t renew NHL deal after 2023-24 season, league confirm

Adidas will not renew its contract as the NHL’s official supplier of uniforms and apparel after the 2023-34 season

The company has two years remaining in a seven-year deal with the NHL and is not looking to return.

The league has already begun reaching out to other apparel companies to let them know that uniform rights will be available in two years.

Adidas replaced Reebok after the 2016-17 season — Reebok had been the NHL’s uniform supplier since the 2005-06 season. 

At the time of the deal, ESPN reported that Adidas paid at least double the $35 million annually that Reebok had been paying for the rights.

Stars like Connor McDavid signed deals to promote Adidas. Players with expiring Adidas endorsement deals will also not be renewed, per ESPN.

The NHL has had a partnership with Fanatics for sales, and later manufacturing, since 2005. The company runs the NHL’s e-commerce retail site and operates on-site retail at league events.