The National Hockey league (NHL) will not be extending its league-wide kit supplier partnership with the German sportswear giant, Adidas. The current deal will conclude after the 2023/24 season.
In the 2017/18 season, Adidas replaced Reebok in a seven-year agreement which was valued at more than US$70 million per year. The German sportswear company has been the league’s official kit supplier since then.
NHL affirmed the news stating, “The NHL and Adidas look forward to continuing to work closely together over the next two years and to a smooth transition to the new authentic NHL uniform supplier, which will be announced by the NHL at the appropriate time.”
After the news broke out about Adidas being against expanding its NHL contract, the league already started looking for its replacement.
According to the sources, Adidas has also particularly informed its NHL brand ambassadors, such as Edmonton Oilers’ Conor McDavid, that it will not be extending those contracts as it totally wants to exit the sport.