The NHL set a record for All-Star merchandise sales over the weekend in Toronto, shattering a mark that had stood for eight years. According to the league, merchandise sales revenue in Toronto eclipsed the previous high-water mark -- set in Nashville in 2016 -- by 65%. Merchandise sales were also up 128% from last year in South Florida and 66% compared to the 2000 All-Star Game, the last time the festivities were held in Toronto.
The league’s addition of a third night of events this year, dubbed NHL All-Star Thursday, helped bolster merchandise sales at Scotiabank Arena. The league also appears to have benefitted from its collaboration with singer Justin Bieber’s Drew House brand on the bold design of this year’s All-Star jerseys, which were available in white, yellow, blue and red. NHL uniform and apparel supplier Adidas, which played a key role in the design process, is in its final year of its partnership with the league. The league will transition to Fanatics next season.
