Adidas’ NHL Jersey Deal Is A Power Play


August 21, 2015 — Adidas has outbid Under Armour to be the official sponsor of the NHL. Reebok, which has been a subsidiary of Adidas since 2005, previously paid $35M per year to make NHL uniforms. Beginning 2017-18, Adidas will pay the NHL twice that amount, $70M per season. This deal is part of Adidas’ restructuring, and will make the company synonymous with the NHL, as Reebok’s focus has shifted towards a fitness-oriented brand.

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