It is time for Adidas and the NHL to update their relationship status, as the German sports clothing brand will not extend its contract as the league’s uniform and apparel supplier beyond the 2023–24 season, leading to a new manufacturer Stepping into the Bavarian would pave the way. Company Shoes.
“The NHL and Adidas look forward to continuing to work closely together over the next two years and a smooth transition to the new authentic NHL uniform supplier, which will be announced by the NHL at an appropriate time,” the NHL said in a statement. ,
Adidas replaced Rebook as a supplier to the NHL after 2016-17, signing a seven-year deal worth $70 million per season. They later entered into an agreement with the NHLPA to produce jerseys for the 2016 World Cup of Hockey.
Several NHL stars, including Conor McDavid and Nikita Kucherov, later signed promotional deals with Adidas. However, the company has indicated that it will move away from individual agreements after 2023-24, leaving the hockey spot altogether.
The story, which was first uncovered ESPN’s Greg Wishinsky has left many question marks on the NHL. What Was Behind Adidas’s Decision to Go Away? Where will the next stop of the league be? Can Partition Be For The Best? Let’s break it down.
Shifting Sands: Why Is Adidas Leaving the NHL?
There has been much speculation about Adidas’ decision to withdraw from the NHL, some of which is justified, some not. First, the 98-year-old company has been accused of never being fully committed to the sport, as it has never been able to manufacture hockey gear with both legs, only with jerseys glued to it. The NHL’s marriage to Adidas felt a bit awkward as a result.
RELATED: Capitals’ Jersey Sponsorship Deal Presents Serious Questions for the NHL
Secondly, the market has changed and is changing rapidly. adidas is Huge in the soccer world, including North America where it provides kits for 28 of Major League Soccer’s clubs and focuses on expanding its reach in the sport. Meanwhile, Nike has slashed its investment in soccer, opening the door for the Oregon company to develop its reach elsewhere.
In other words, money is king. Adidas believes it will get better bang for its buck elsewhere; Not expanding its relationship with the NHL says more about the sports industry than the league itself.
Nike, Fanatics, Rebook: What’s Next for the NHL?
At this time no one knows which company will replace Adidas. Prior to 2000, each franchise was free to negotiate sponsorship deals with individual manufacturers, with CCM, Coho and Nike often in charge.
However, that’s nothing to do with the NHL abandoning its league-wide strategy. There will be a single replacement for Adidas, with the league’s commercial office making it clear to potential providers that they are in the market for a new partner.
Since the story broke, the Twittersphere has been filled with speculation about a potential Adidas replacement. “Nike” is a name that keeps coming up, as it recently replaced Majestic as the jersey designer of Major League Baseball two years ago with a 10-year deal valued at more than $1 billion. Nike and the National Basketball Association had a similar deal prior to 2017-18, signing an eight-year contract worth nearly $1 billion (‘Nike signed a $1 billion contract with the NBA for Adidas Walks Away’). had won from bloomberg10/06/15).
Nike also renewed its contract with the National Football League; Another eight-year deal worth $1 billion. This is because given its growing influence on the commercial landscape in North American sports, the brand may be taking steps for the jersey rights to the NHL.
There are other contenders, however, as Warrior recently took out a competition-wide contract with the European Champions Hockey League, which links their club-specific contracts with teams across the continent. CCM is also one of the giants of the game and is no longer owned by Adidas.
Finally, a word on fanatics. Would the rapidly expanding company be interested in signing an authentic jersey deal with the NHL? It seems impossible, especially when it would break new ground for the brand; But they cannot be discounted completely either. Just some food for thought.
Is The NHL’s Adidas Divorce For The Best?
Now, the painful part for Gary Bateman: The commercial rights to the NHL are not on par with those of the other major leagues in North America, nor are they on par with many soccer teams in Europe. The league’s partnership with Adidas brought in $490 million over eight years. Let’s put the deal in context.
|Federation||producer||cost per season||length of contract|
|NFL||nike||$125 million||eight years|
|nba||nike||$125 million||eight years|
|mls||adidas||$117 million||six years|
|mlb||nike||$100 million||10 years|
|NHL||adidas||$70 million||Seven Years|
In Europe, soccer clubs form individual partnerships with kit manufacturers. The money involved is striking.
|crew||league / country||producer||cost per season||length of contract|
|FC Barcelona||La Liga / Spain||nike||$170.4 million||5 years, with the option of extension of 5 years|
|real madrid||La Liga / Spain||adidas||$170 million||8 years|
|Manchester United||Premier League / England||adidas||$91.4 million||10 years|
|Paris Saint Germain||Ligue 1 / France||nike||$81.8 million||14 years|
|Bayern Munich||Bundesliga / Germany||adidas||$78.5 million||10 years|
|Juventus||Serie A / Italy||adidas||$58 million||8 years|
In other words, the NHL’s next Jersey sponsorship deal should be an improvement over his previous contract with Adidas. Signing with ESPN and TNT brought new attention to the league; it should be taken He Speed through 2023-24 and beyond.
With that in mind, it might be best to splurge from the German manufacturer. As the NHL navigates in choppy, post-pandemic waters, it’s pressure to break new ground commercially – finding the right uniform partner will be critical in doing so.
Luke is an award winning sports journalist from London, England. In addition to his work in the Washington Capitals THWHe Covers the Elite Ice Hockey League british ice hockey and World Football for several publications including Substack. To stay up to date with his content, follow @LukeJames_32 on Twitter.