Adidas Lands NHL Jersey Contract Starting with 2017-18 Season

Adidas will reportedly take over as the NHL's uniform provider starting in the 2017-18 season, having signed a long-term deal with the league, the pair announced on Sept. 15: 

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"Teaming up with adidas continues our strategy of aligning with major partners who share our vision for growing the game and putting innovation at the forefront of everything we do for our players and fans," said NHL Commissioner Gary Bettman. "As an iconic performance brand with global reach, adidas is the perfect partner for us. With the World Cup of Hockey next year and the launch of our new partnership coinciding with our Centennial Celebration in 2017, there could not be a more appropriate time for us take our longstanding relationship to new heights."

"adidas will be instrumental in providing leading technology to produce hockey jerseys for the world's best hockey players, while also serving our growing global fan base with innovative products," said Don Fehr, NHLPA Executive Director. "We look forward to partnering with the creative minds at adidas who collectively share our focus on growing the game of hockey around the world."

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Rick Westhead of TSN, first reported the deal on Aug. 17.

Adidas will take over for Reebok, which was paying the league $35 million per season, a source told Westhead, though the new deal is expected to double that figure. 

While such advertising hasn't reached the NFL, NBA or MLB, it is a staple of club soccer around the world and NASCAR, among other sports. League officials have estimated that the NHL might be able to increase revenue by $120 million per year if it allowed advertising on uniforms. 

The move is a change of pace for Adidas, at least in terms of its North American presence in the Big Four sports, as the company recently ended its partnership with the NBA. It has a bigger presence in European soccer, however, where it's aligned with powerhouse clubs like Manchester United, Chelsea, Bayern Munich and Real Madrid.