The answer to “what sports brand sponsors the NHL” depends on what you mean by “sponsors.” If you mean the brand that supplies the league’s on-ice uniforms, it is Fanatics. Fanatics became the NHL’s official on-ice uniform outfitter starting with the 2024–25 season, taking over that role from Adidas.
That does not mean Fanatics is the NHL’s only sponsor, or that it supplies every piece of equipment players wear. The league has a range of corporate partners, while teams and players can have separate equipment and apparel relationships. Here’s how to understand the main brand connection and what it covers.
What sports brand sponsors the NHL’s uniforms?
Fanatics is the NHL’s official on-ice uniform outfitter. The partnership covers the uniforms worn by NHL players on the ice, including the jerseys that fans see during games. Fanatics took over the role at the start of the 2024–25 season.
Before Fanatics, Adidas held the league’s on-ice uniform outfitter role from 2017 through the 2023–24 season. The change was a transition between suppliers—not an indication that Adidas stopped making sports apparel or that Fanatics became the sole brand associated with the NHL.
The NHL and Fanatics announced their partnership in 2023. For the most current details about its scope, readers can check announcements from the league and Fanatics, since partnership terms and product ranges can change over time.
What does the NHL’s Fanatics partnership cover?
The central part of the deal is the NHL’s on-ice uniform outfitter designation. In practical terms, Fanatics is responsible for the league’s game-worn uniform program. Its NHL apparel business also serves fans through jerseys and other officially licensed merchandise, although the exact products available can vary by season, team, and retailer.
It helps to separate the jerseys players wear from the different versions of jerseys sold to fans. An on-ice uniform is made for use by players in NHL games. Retail jerseys are licensed fan products; they may differ in construction, features, or price depending on the product line. Check the item description and manufacturer information if you want to know which version you are buying.
On-ice uniforms and fan jerseys are not always the same product
The word “jersey” can refer to several different products. A jersey worn by a player is part of the team’s on-ice uniform. A fan jersey may be designed for everyday wear and may not have the same specifications as a game-worn or player-authentic version. Fanatics sells NHL apparel, but not every NHL jersey sold to consumers is necessarily identical to what players wear.
When shopping, look for the product’s stated tier or description rather than relying only on the team logo or the word “authentic.” Retailers may offer multiple styles. Product details can tell you whether a jersey is designed as a replica, a premium fan version, or an on-ice-style product.
Is Fanatics the NHL’s only sponsor?
No. The NHL has many commercial partners, and Fanatics’ uniform role is just one relationship. Companies can partner with the league in different areas, such as media, financial services, automotive, food, or consumer products. Those businesses may be sponsors without making uniforms or sports equipment.
There are also differences between an NHL league-wide partnership and a deal with an individual team. A company may sponsor a specific club, arena, event, or broadcast without being the official outfitter for the entire league. Similarly, a brand can sell licensed NHL products without being the league’s on-ice uniform supplier.
Because sponsorship rosters can change, it is best to consult the NHL’s official partner information for a current list of league-wide sponsors. The answer to the uniform question is more specific: Fanatics holds the on-ice uniform outfitter role beginning in 2024–25.
Does Fanatics make all NHL players’ equipment?
No. The uniform partnership should not be confused with supplying every item a player uses. Hockey equipment includes skates, sticks, helmets, gloves, pads, and other protective gear. Those products may come from separate specialist manufacturers, and players can use different brands depending on their needs and agreements.
Fanatics’ role as the NHL’s uniform outfitter does not, by itself, establish that Fanatics supplies a player’s stick, helmet, skates, or protective equipment. A player’s personal equipment choices are a separate matter from the league’s uniform contract.
The same distinction applies to team apparel. A team may have arrangements involving practice clothing, travel clothing, or other merchandise that are separate from the league-wide on-ice uniform program. To identify the brand of a specific piece of gear, check its label or the player or team’s official information rather than assuming it is made by the uniform supplier.
Why did Fanatics replace Adidas?
League outfitter agreements run for defined periods and can change when a contract ends or the parties agree to a new arrangement. Adidas served as the NHL’s on-ice uniform outfitter through the 2023–24 season. Fanatics then assumed the role beginning in 2024–25.
That change is best understood as a change in the brand responsible for the league’s uniform program. It does not mean that Adidas no longer has a presence in hockey or that all team and player relationships changed at the same time. Uniform outfitting, equipment sponsorships, retail licensing, and individual endorsement deals are distinct categories.
For fans, the most visible result is the brand associated with current NHL on-ice uniforms and the licensed jerseys available for the season. If you are comparing a current jersey with one from a past season, check its manufacturing label and the season it was released for; that can help explain why the branding differs.
How to identify the brand behind an NHL product
If you are trying to find out who made a particular NHL item, use the item itself as your guide. The league’s uniform partnership gives a clear answer for the on-ice outfitter, but not for every product that carries an NHL or team logo.
- For current on-ice uniforms: Fanatics is the NHL’s official uniform outfitter beginning with the 2024–25 season.
- For older jerseys: Check the tag and season. Adidas was the on-ice outfitter through 2023–24.
- For sticks, skates, helmets, and pads: Check the equipment brand printed on the item or named in official player information.
- For a team’s local sponsor: Look for announcements from the specific club, since team partnerships can differ from league-wide agreements.
- For licensed fan merchandise: Read the product listing to see who manufactures that specific item and what type of product it is.
These checks matter because a product can be officially licensed without being made by the NHL’s on-ice uniform outfitter. The NHL logo confirms a relationship with the league’s licensing program, but it does not necessarily identify the manufacturer of every item.
Frequently asked questions
What sports brand sponsors the NHL right now?
For the league’s on-ice uniforms, the answer is Fanatics. It took over as the NHL’s official on-ice uniform outfitter starting in the 2024–25 season. The NHL also has other sponsors in different business categories.
Did Adidas sponsor NHL jerseys?
Adidas was the NHL’s on-ice uniform outfitter from 2017 through the 2023–24 season. Fanatics took over the role beginning in 2024–25.
Is Fanatics the same as the NHL’s only sponsor?
No. Fanatics is the on-ice uniform outfitter, but the NHL has other league partners. Teams may also have their own sponsors, and individual players can have separate brand relationships.
Does Fanatics make every NHL jersey?
Fanatics is responsible for the league’s on-ice uniform program and sells licensed NHL apparel. However, the products sold to fans can come in different styles and tiers. Check the specific product description to understand what you are buying.
Does Fanatics supply NHL sticks and skates?
The uniform partnership does not mean Fanatics supplies all player equipment. Sticks, skates, helmets, and protective gear are separate product categories, and their manufacturers can vary.
When did Fanatics become the NHL’s uniform outfitter?
Fanatics began its role as the NHL’s official on-ice uniform outfitter in the 2024–25 season.
Where can I find the NHL’s current sponsor list?
For current league-wide partners, check the NHL’s official website and its partner announcements. For a team-level sponsor, check the official website of that specific club.
Bottom line
If you are asking which sports brand supplies the NHL’s current on-ice uniforms, the answer is Fanatics, beginning with the 2024–25 season. Adidas held that role through 2023–24. Fanatics’ uniform partnership is separate from the NHL’s other sponsorships, team deals, and the brands players use for equipment.