NHL, Adidas agree to 7-year deal; no discussions about putting ads on jerseys
The NHL and Adidas have signed a seven-year partnership, the league announced Tuesday.
The company will become the authentic outfitter of on-ice uniforms and the official supplier of licensed apparel and headwear beginning in the 2017-18 season.
The agreement also includes a partnership with the league and the NHLPA for the 2016 World Cup of Hockey.
"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," NHL commissioner Gary Bettman said.
The pact will take effect just in time for the league's 100th anniversary.
"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."
There has been speculation that the new deal would lead to increased advertising on jerseys, but Bettman said that isn't in the immediate plans.
Bettman: “The fact of the matter is we are not currently considering putting advertising on NHL jerseys. There have been no discussions."
— Greg Wyshynski (@wyshynski) September 15, 2015
Reebok is the NHL's current official uniform and apparel outfitter.
The Adidas deal was first reported by TSN's Rick Westhead last month.