Fanatics to become NHL official on-ice uniform outfitter in 2024-25

Fanatics will become the NHL's official on-ice uniform outfitter in 2024-25, taking the next step as a performance brand and longtime NHL partner in a 10-year agreement announced Tuesday.

This will be the first time the Fanatics logo will appear on game uniforms in professional sports. But the company has made Major League Baseball game uniforms with the Nike logo since 2017, and it has made the NHL Authentic Pro line of official performance and training apparel and headwear worn by players, coaches and staff since 2018.
Fanatics' partnership with the NHL has evolved over the past two decades to include NHL e-commerce and retail operations, fan apparel and headwear, replica jerseys, licensed memorabilia, performance and training products, on-ice Stanley Cup champions apparel and headwear, and now official on-ice uniforms for players and authentic jerseys for fans.
"This expansion of our partnership with Fanatics is a reflection of our shared commitment to innovation, performance and serving our players and fans," NHL Commissioner Gary Bettman said. "… Our players and fans should look forward to what Fanatics will bring to the best uniforms in all of sports."
Fanatics CEO Michael Rubin called this a "seminal moment" in the company's history and "a testament to the hands-on, collaborative relationship" it has built with the NHL over the years.
"I can't wait to see our brand on official on-ice uniforms for the first time," Rubin said.

Adidas has been the NHL's official on-ice uniform outfitter since 2017-18 and will finish strong next season, said Brian Jennings, NHL senior executive vice president of marketing and chief branding officer.
Jennings has seen the jerseys for the 2023 Tim Hortons NHL Heritage Classic between the Calgary Flames and Edmonton Oilers at Commonwealth Stadium in Edmonton on Oct. 29 and the 2024 Discover NHL Winter Classic between the Vegas Golden Knights and Seattle Kraken at T-Mobile Park in Seattle on Jan. 1. He has been involved in the development of the jerseys for the 2024 Honda NHL All-Star Game at Scotiabank Arena in Toronto on Feb. 3.
"We're going to be doing some incredible stuff next year to delight and excite our fans," Jennings said. "What we anticipate is a professional and seamless transition. We'll have a pivot point and move on over to Fanatics for the '24-25 season with that same thrust for our event designs and team designs being at the forefront."
When Fanatics takes over, the company won't make radical changes, said Doug Mack, CEO of Fanatics Commerce, the merchandise division. It will have a multiyear plan to make gradual, data-driven changes over time, the way it has with products in the past.
"We look for evolution, not revolution," said Mack said. "We're not going to change it up just to change it up."
Feedback from fans has helped guide the design process of replica NHL jerseys, leading to innovations like a more tailored female jersey and foldable crests for easier storage. Mack said replica jerseys have received a 4.5-star rating on a 5-star scale, on par with authentic products.
Feedback from players and equipment managers has contributed to the design process of the NHL Authentic Pro line and the on-ice Stanley Cup champions apparel.
"They understand the nuances and the importance of servicing, listening and having a feedback loop from the players and staff, which is really critical and will continue to be ongoing in this relationship," Jennings said.

Each NHL game jersey today is made in a factory in Saint-Hyacinthe, Quebec, near Montreal. Fanatics will continue to use the same factory, the same specs for players and even some of the same fabrics, at least at first. The company has assembled a team of people with decades of experience working on NHL on-ice and performance products.
"We're going to inject them into the equation so that we can bring Fanatics innovation with also the best of what's been done in the past, and that's why I think fans should be excited," Mack said. "There's a lot to like about what's been done historically, but each time we've done something new with the NHL, we've actually taken that and taken it to the next level."
What might the next level look like for official on-ice uniforms?
"I believe what you'll see over time is an evolution in the chassis of the jersey, an evolution in design elements, and that's going to be player-driven," Mack said. "As you see the exciting stars of the game, we're going to want to know what they feel will help them feel great about their performance. We'll translate that into the product, and then the fan will be getting something that's really player -- and equipment manager -- informed."
Jennings said Fanatics will keep the NHL on the cutting edge.
"The vision projecting out two or three years is to really start to look at what innovations we can make in the uniform business," Jennings said. "One of the things that we talk a lot about is making sure nobody leapfrogs us as far as having our sweater and our uniform being at the forefront of any of the leagues as far as world-class design and performance for the athlete.
"And then ultimately for a fan who wants an authentic jersey, they can get that, and Fanatics already makes a replica jersey that is certainly very fan friendly."
Fanatics will apply the innovative vertical commerce model it uses for other products to the authentic NHL jerseys, allowing fans to purchase them in real time when, for example, a team acquires a player.
"We think we'll be uniquely positioned to capitalize and grow the business," Jennings said.