Fanatics' new ten-year deal to replace Adidas as the NHL's new outfitter of on-ice uniforms kicks in this fall.
In March of last year, the NHL announced that it had signed a ten-year deal with Fanatics to replace Adidas as the league's outfitter of on-ice uniforms and authentic jerseys. That deal finally kicks in this fall, and with the company's jersey launch expected later this month, some observers wondered if the company might try to make a splash right out of the gate.
Of course, the Utah Whatchamacallits jerseys will be new. According to Icethetics.com, a handful of teams may also see some alterations – some big, some small.
However, the Senators, who returned to their original logo and uniforms just three years ago, are rolling with what they have for now.
Icethetics, which says the Fanatics jersey launch will be later this month, reported the following this week:
"Despite new ownership in Ottawa, things have remained quiet on the jersey front. The retro look is still popular with fans, so the Senators are standing pat. A new third jersey doesn't appear to be in the cards for next season."
After the extensive rebrand in 2021, the Senators introduced a red reverse retro third jersey in 2021 and a black reverse retro third jersey in 2022-23.
Fanatics appears to be going into its first jersey launch, trying not to reinvent the wheel.
[embed]https://www.youtube.com/watch?v=6XfG443TMDI[/embed]
That doesn't mean changes aren't coming, and they could be more than just colours. There's been discussion about cut-resistant products as the company experiments with different fabrics. But nothing major is expected until the 2026-27 season, when Fanatics has had a chance to get its feet wet.
The company has a long-standing partnership with the NHL and sells its fan gear. It's also manufactured the Nike-branded uniforms worn by MLB players since 2017. But the NHL will be the first major sports league where players wear the Fanatics branding during games.