NHL, Mitchell & Ness ink a long-term partnership arrangement

It is Mitchell & Ness' first significant athletic relationship following its $250 million acquisition by Fanatics.

The National Hockey League (NHL) and upscale recreational sportswear and cultural label, Mitchell & Ness have inked a long-term partnership arrangement for clothing and headgear.

The business will be granted permission to create and produce officially licensed accoutrements, headgear, and leisure clothing for the NHL and its 32 teams.

The new line, which is scheduled to debut in November, will include a wide range of street fashion clothing items and lifestyle accessories, such as fan shirts, jackets, fleece, headgear, tops, and bottoms.

It is Mitchell & Ness’ first significant athletic relationship following its $250 million (€220 million) acquisition by the international merchandising and sports retail chain, Fanatics in February.

The NHL and Fanatics already work together on licensing and online sales.

The collection will be widely distributed via Fanatics’ international network of online retailers, which includes Mitchell & Ness’ own newly redesigned website,, the official websites for all 32 clubs, and

Additionally, products will be made available through Mitchell & Ness’ various regional and local brick-and-mortar stores, as well as the NHL Shop NYC flagship store in Manhattan. Additionally, Mitchell & Ness disclosed that it had individual agreements with both the NHL Alumni Association and the National Hockey League PlayersAssociation (NHLPA).

Brian Jennings, NHL Chief Brand Officer and Senior Executive Vice President, said, “Mitchell & Ness is at the cross section of fashion, streetwear, culture and authenticity, which is a sweet spot for hockey fans.

“We have found tremendous success in partnerships with brands like Mitchell & Ness that have proven design and retail merits and that creatively showcase and reimagine the rich history of the NHL for today’s hockey fan.”

Joe Bozich, Fanatics Brand President, stated, “We’ve been thrilled with the addition of Mitchell & Ness into the Fanatics portfolio, and the ability to extend Fanatics’ rights with the NHL to their brand will create an incredible new experience for fans everywhere.

“The new assortment of Mitchell & Ness NHL products will flow through our sophisticated online and offline distribution channels to allow fans worldwide quick access to these incredible, high-quality products.” 

The NHL recently managed to enter the non-fungible token (NFT) market by partnering with the NFT distribution engine, Sweet. This is the league’s most recent commercial initiative.

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