In a move that won’t make many sporting goods stores or team dealers – and apparently a lot of hockey fans – very happy, the National Hockey League and Fanatics have entered into a 10-year agreement that makes Fanatics the league’s authentic outfitter of on-ice uniforms and supplier of authentic jerseys at retail, beginning with the 2024/25 season.

Since 2018, Fanatics has designed and manufactured the NHL’s Authentic Pro product line — the official performance and training apparel and headwear products worn by NHL players, coaches and equipment and training staff. Since 2017, Fanatics has also manufactured and supplied official, on-field professional baseball uniforms for all 30 teams.

“This expansion of our partnership with Fanatics is a reflection of our shared commitment to innovation, performance and serving our players and fans,” says NHL commissioner Gary Bettman. “Fanatics is a sports industry market leader and with its proven track record in e-commerce and retail operations, licensed fan merchandise and performance gear, including the popular NHL replica jerseys and Authentic Pro performance and training products, our players and fans should look forward to what Fanatics will bring to the best uniforms in all of sports.”

“This is a seminal moment in the history of Fanatics and a testament to the hands-on, collaborative relationship with the NHL that we’ve built over the years,” adds Fanatics CEO Michael Rubin. “Everything we do as a company pushes the boundaries to create more highly engaged experiences and revolutionary products for fans, athletes and partners.”

The NHL uniforms will reportedly be manufactured in the same factory in Saint-Hyacinthe, Quebec, that has been making the NHL’s on-ice uniforms for more than 30 years. Keith Leach, who was previously with CCM, Reebok and Adidas, has been hired as Fanatics Brands’ NHL VP/GM to spearhead the project.