NHL Takes Big Risk With Fanatics Jersey Deal, Replaces Adidas
Fanatics will replace Adidas as the official on-ice uniform outfitter of the NHL in 2024, the league announced on Tuesday (March 21). “This expansion of our partnership with Fanatics is a reflection of our shared commitment to innovation, performance, and serving our players and fans,” The NHL’s expanded partnership with Fanatics, , raises several questions about the future – not least for hockey fans across North America and beyond. Thus, it shouldn’t come as a major surprise that Adidas abandoned hockey upon the expiration of its seven-year deal with the NHL. By announcing the news at an off-hour, the NHL and Fanatics tried to limit the potential negative fan reaction....
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