Ads on NHL jerseys possible with new Adidas deal

Dec 19 2017, 4:56 pm

Advertisements on the jerseys of your favourite National Hockey League team are imminent.

According to a TSN report, the NHL has signed Adidas to a long-term deal to produce the uniforms of all 30 teams in the league.

The change goes into effect for the 2017-18 season and will include a redesign of the jerseys to fit advertisement and sponsorship logos on the front, back and sides, similar to the jerseys of European hockey league and football leagues as well as Major League Soccer. The new designs could even include Adidas’ famous stripes.

The deal would generate approximately $4 million per team or $120 million annually across the entire league.

Rebook, which is owned by Adidas, has held the exclusive rights of the supplier of NHL jerseys. The company paid $35 million per season, and there are reports that Adidas is paying twice as much for the rights.

To coincide with the jersey deal, Adidas is also reportedly ramping up its advertisement plans in the NHL, and this upcoming season’s marketing could feature Sidney Crosby.

An NHL executive first hinted the arrival of advertisements on jerseys in November 2014. With this week’s developments, a formal announcement by the NHL is anticipated in September.

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