Fanatics deepens NHL jersey links ahead of sportsbook rollout

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Fanatics has strengthened its partnership with the NHL by agreeing to become the authentic outfitter of on-ice uniforms and supplier of authentic jerseys at retail. 

This builds upon the existing relationship between the pair, which has seen the company make and supply Authentic Pro performance and training products for the league.

Beginning from the 2024/25 campaign, Fanatics and the NHL’s new partnership will see the former’s logo appear on teams’ jerseys for the first time, offering significant exposure to a sporting audience. 

“This expansion of our partnership with Fanatics is a reflection of our shared commitment to innovation, performance, and serving our Players and fans,” said 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 news comes at a time when Fanatics is preparing to roll out its Fanatics Sportsbook across the US. After opening its first retail sportsbook at FedExField – the first of its kind to open at an NFL stadium – the company is aiming to make its online debut. 

It is understood that Fanatics is in the beta stage of its online offering in Tennessee, but it is unclear when it will go to market. Meanwhile, it also obtained a license to operate in Massachusetts, but is yet to launch there. 

The noteworthy aspect of this NHL deal is that it may coincide with Fanatics gaining a large presence in the sports betting space, whilst it is more commonly known for sporting apparel currently. 

Given that the deal is not set to kick in until 2024, Fanatics could have significant brand exposure for its sportsbook by then, which will of course have its logo on NHL jerseys. 

It also brings into question whether Fanatics Sportsbooks’ rise by 2024 will have implications for the deal, with the NHL having partnered with Betway, BetMGM, PointsBet and William Hill over the last few years. 

“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,” said Fanatics CEO Michael Rubin.

“In addition to our tireless commitment to super-serving sports fans around the world, Fanatics has equipped athletes, coaches and team staffs with performance products across many sports for years. 

“Everything we do as a company pushes the boundaries to create more highly engaged experiences and revolutionary products for fans, athletes, and partners, and I can’t wait to see our brand on official on-ice uniforms for the first time.”