Adidas won't renew NHL deal after 2023-24

Adidas will "not return as the NHL's official supplier of uniforms and apparel when their agreement expires after the 2023-24 season." Sources said that Adidas, which has two years remaining on its seven-year deal, was the "catalyst in not seeking to renew with the NHL." The league has "started to make other apparel companies aware that the rights are back in play." The seven-year deal deal began in the 2017-18 season after Adidas "replaced Reebok, which had been the NHL's uniform supplier since the 2005-06 season." Adidas also "partnered with the NHL and the NHLPA to make jerseys for the 2016 World Cup of Hockey." Sources said that players with expiring endorsement deals have been "told by Adidas that those deals would not be renewed, which was a harbinger that the company was heading for a split with the NHL" (ESPN.com, 7/28).